Bea World Festival
Harley-Davidson Sportster S – EMEA Launch Event 2021

Harley-Davidson Sportster S – EMEA Launch Event 2021

Client company:

The Event

Harley-Davidson hosted the launch event for the all-new Sportster S. During our 24h time slots 12 guest groups immersed themselves in the brand’s world & experienced the new Sportster generation.

From Evolution to Revolution. With this claim, H-D communicated the fully transformed Sportster S. Through the positioning as a lifestyle product with urban DNA, it was necessary to create an experience that combines transformation & urbanity, but at the same time also enables an optimal driving experience. Furthermore, it was relevant that the guests did not leave the brand experience at any time. These challenges were overcome by the idea of a pop-up hotel. The Hotel Friends, located in the UNESCO World Heritage Zeche Zollverein, embraced the transformation idea, met the infrastructural requirements and offered best conditions. Finally the guests were so immersed in the brand’s world that they perceived the place as a dealership and no longer as a hotel. The building was branded entirely in line with the brand. Branded container garages transformed the forecourt into a driving hub. The hotel’s interior was also upgraded with branding, individualized props and a dedicated exhibition.