Craft meets culture
Harley-Davidson set out to introduce its HD Collections fashion line to a broader, style-conscious audience without losing the edge and authenticity that define the brand. The challenge was to create a physical experience that blended craftsmanship, culture, and contemporary fashion while resonating with both loyal riders and a new generation of consumers. The result needed to feel unmistakably Harley: rooted in heritage, but designed to travel and connect in new ways.
A mobile expression of the brand
Brand Revolution, in partnership with Lacy Maxwell, brought this vision to life through a custom-fabricated pop-up built around a redesigned Airstream trailer. Transformed into a mobile boutique, the space featured curated product displays, premium materials, and design details inspired by Harley-Davidson’s iconic aesthetic. The HD Collections Airstream became an engaging, on-the-road experience that reinforced Harley’s craftsmanship legacy while creating a fresh, fashion-forward way to introduce the collection to new audiences.
The build and pop-up store experience premiered
at SXSW in the heart of Austin, Texas in 2023.
The activation resonated across generations, celebrating freedom, individuality, and craftsmanship. Its impact was undeniable, earning a Silver Medal for Best Mobile Marketing Vehicle at the 2023 Event Marketer Experience Design and Technology Awards.
