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Fraser Motorcyles

Mar 26, 2009
  • Article by Online Editor
  • Photography by Paul Gosney
  • Architect Dreamtime Australia Design

Fraser Motorcycles are the pre-eminent retailer of prestige motorcycles in Australia. Their innovative new flagship store rejects the stark and soulless cathedrals that dominate automotive retail interiors. Instead, the facility’s dramatic design blends the industrial and the organic, engaging patrons and stimulating their imaginations. The exterior features a laser-cut façade with legendary motorcycle ‘journeys’. An interior focal point is images of motorcycle engine blocks carved into stunning sandstone walls. The highlight is a centrally located spare parts room with 6-metre-high glass merchandise vitrines and a ‘Dyno Room’ where motorcycles are road tested within a bulletproof glass fronted room.

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