BMW Motorrad engaged JPDA to develop a new showroom experience for the introduction of the Heritage line of motorbikes into the American market.

BMW Motorrad has produced motorcycles since 1923, and is renowned for its pedigreed history of performance, design and engineering excellence.

Jordan Parnass Digital Architecture will create and evolve retail brand experiences based on BMW Motorrad's "Make Life a Ride" brand promise, and assist in integration of new products into the showroom.

Combining authentic materials, interactive fixtures and lifestyle merchandising, the updated designs prime the dealerships to deliver authentic retail experiences that promote lifestyle engagement with its passionate customers.