Harley-Davidson Museum to revamp retail offerings, ‘Experience Gallery’ exhibit

New Garage event venue approaches springtime opening

The reinstalled Experience Gallery at the H-D Museum. Credit: H-D Museum

Last updated on February 25th, 2022 at 02:36 pm

The Harley-Davidson Museum on Tuesday announced plans for additional upgrades to its campus in Milwaukee’s Menomonee Valley.

Plans are in the works to triple the size of its existing retail store, known as The Shop, and to open Harley-Davidson’s first-and-only Factory Shop. The museum is also working to revitalize its ‘Experience Gallery’ exhibit, according to a news release.

These projects are part of ongoing improvements to the museum’s 20-acre riverfront property, located at 400 W. Canal St. Last summer, construction broke ground on a new home for the museum’s large-size event venue, ‘The Garage.’ The 8,200-square-foot building is slated to open this spring on the southeast corner of campus.

In the coming months, the 9,284-square-foot space that had housed The Garage since 2008 will become The Shop’s new location, offering more than 150 new products and new experiences including demos on Serial 1 e-bikes and complimentary spins on IRONe electric balance bikes.

Meanwhile, the former Shop space will house Harley-Davidson’s Factory Shop. It will sell discontinued Motorclothes products, including helmets, gloves, jackets in limited quantities and sizes.

Together, the two concepts make up 13,000 square feet of retail space.

At the reinstalled first-floor Experience Gallery, visitors can sit on Harley-Davidson’s new Freedom Machine and hear “stories from riders who have turned their dream of learning to ride into reality,” according to the release. One of nine permanent exhibits at the H-D Museum, the Experience Gallery gives visitors a chance to mount a collection of new and old motorcycles.

“This investment signifies our commitment to Milwaukee and the Menomonee Valley. With Milwaukee making its mark on the global stage, we’re excited to unveil these new additions to campus later this spring and welcome everyone to check them out in person,” said Bill Davidson, great-grandson of one of Harley-Davidson’s four founders and vice president of the H-D Museum.

Maredithe Meyer covers restaurants, retail, tourism, and sports and entertainment. She joined BizTimes in 2015, previously as an intern reporter. She earned a degree in journalism from Marquette University in 2017. When she's not on the job, Maredithe coaches field hockey and loves exploring her favorite city on earth, Milwaukee.

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