Harley-Davidson Museum

Creating A Destination For Motorcycle Enthusiasts

HGA worked with Pentagram Architects on this 130,000-SF museum on a 20-acre site in downtown Milwaukee. The complex includes a 60,000-SF museum for permanent exhibits, a 45,000-SF Annex for temporary exhibits and archives, and a 25,000-SF building housing a restaurant, retail, and special-events space.

The exhibit design follows the building’s industrial character. The team developed a chronological narrative, beginning with motorcycles arranged down the center of the main hall. This “road” links the upper exhibit floor with the lower floor. Along the way, visitors encounter a series of galleries that present the history of Harley-Davidson from its founding to the present, as told through motorcycles, posters, photographs, film clips, and interactive displays.

Lighting Design

Throughout, lighting enhances the exhibit experience.


Throughout, telecommunication infrastructure supports the interactive exhibits and building programming to provide a media-rich museum-going experience for visitors.


Milwaukee, WI

Building Type



130,000 SF

  • 2009 Milwaukee 2008 Mayor’s Design Excellence Award
  • 2009 Daily Reporter/Wisconsin Builder “Top 20 Projects of 2008”
  • 2009 Milwaukee Business Journal, Real Estate Awards Project of the Year

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