24 Nov 2017
Engines ready! Triumph Motorcycle launches visitor experience
BY Alice Davis
With admirers from Steve McQueen to Marlon Brando, Clint Eastwood to George Clooney, Pink to David Beckham – the iconic Triumph motorbike will be celebrated by all thanks to a new attraction opened in Hinckley, Leicester.
The Triumph Factory Visitor Experience is laid out across eight themed zones, aimed at engaging its guests with the story of the historic manufacturer and demonstrating its prowess in design and engineering.
Edinburgh-based Studio MB handled the master plan, concept design, interpretative and exhibition design, featuring state-of-the-art audiovisual and multimedia integrated by Sysco Productions.
Pitched at those with a general interest as well as hardcore motorcycle fans, the 1,200sq m (12,196sq ft) space features exhibits, interactives and 40 original modern and vintage motorbikes, including Steve McQueen's Great Escape Triumph TR6, Triumph’s 1956 Salt Flats record breaker, and more recent cruiser and touring motorcycles.
“Three years in the planning and 12 months in the making meant everyone involved had very high hopes for the new Triumph factory visitor experience,” said head of brand management Miles Perkins. “I’m not disappointed.”
“The result not only exceeds expectations, but delivers a truly engaging and immersive experience that can be comfortably considered one of the very best of its kind.”
Split over two floors, visitors will be taken through eight different zones: Attitude, Bloodline, Performance, Icons, Design, Belonging, Identity and For the Ride.
In the Attitude zone, for example, guests learn about the essence of the brand; in the Bloodline zone, they learn the highs and lows of Triumph’s 114-year history; in the Icons zone, they’ll get to know how the rich and famous fell in love with the brand; and in the Belonging zone, they’ll learn about the Triumph community that’s formed around the British brand.
“The exhibition experience is not a museum, but instead a celebration of Great British design and engineering, and the rebirth and affirmation of one of the world's coolest brands,” added Charlie Barr, director at Studio MB.
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