Harley Davidson

The Process Beyond the Parts

As a machine, motorcycles themselves bare no ego. Motorcycles have no explicit beauty, beyond the beauty that humans impose upon them. A motorcycle is essentially a slew of parts joined together to perform or serve a function, yet people inevitably attach deeper meanings to these bundles of parts. Each person in their own right has at one point in their life developed an attachment to a machine, which led them to dig deeper. How can this conglomeration of bearings, gears, and wires create a social movement? How can it cause a desire, and a feeling of escape from the monotony of life? 

The Process Beyond the Parts

GASOLINE LAUNCH: Sydney

After being a motorcycle and scooter workshop for over twenty years, they've recently expanded to selling unique prestige cars as well, all on show for an intimate launch. There food trucks, pulled pork sliders, a purpose built bar fully stocked (and now permanent), free hair cutting and grooming for men as guests were free to roam the showroom and workshop. 

GASOLINE LAUNCH: Sydney