To put Harley on the radar of young urbanites, I tapped into the historical connection between coffee and motorcycles, that being of iconic Cafe Racers that dominated the 1950’s - 1960’s rebellious pop culture, with the opening of 1903 A Harley-Davidson Café. I designed, built and managed the café focusing on Harley-Davidson’s 113-year history of craft and quality.
1903 immersed people in the brand for the entire riding season. A garage area was set up at the back for free maintenance courses for local riders and as a meeting space for group rides. This is also the place where more than 1,200 people got to jump-start a new Harley-Davidson for the first time. More than 12,000 coffees were served to the next generation of Harley riders, but most importantly, after three years of declining sales, Harley experienced a 5.5% increase.