USA, California, Long Beach

- 2021
A new showroom experience for an existing BMW Motorrad dealership pays tribute to the historic glories of the brand.

Design Team

Jordan Parnass

Marijke Huelsmann

Sofia Melo

Carlos Gomez De Aguero



Fresh Design International

SP360 Store Planning

Our main inspiration for this project was the concept of the European Atelier, the mythical craft-infused birthplace of BMW Motorrad bikes. 

The main showroom is anchored by two main focal points: the Lifestyle Lounge and the Atelier Workshop. While the lounge is a social area that can be used for more casual sales consultations, as well as a regular gathering space, the Atelier customization area is a space and stage for showing off unique BMW-designed bikes and products. 

This project features sleek wood and copper lamella walls and fixtures that contrast with distressed furniture and rough materials like cast concrete wall panels.