As one of the largest British motorcycle brands, Triumph is committed to creating the perfect ride and providing consumers with the immersive experience of learning how their bikes come to life. With a goal of bringing their expertise and passion for motorcycles to Brooklyn, Triumph turned to thread collective to renovate the interior of their Williamsburg showroom with a goal to emulate the rich history of the brand.
While a captivating exterior was important for attracting new customers, Triumph wanted to integrate a visually exciting showroom with a repair shop below. As the focal-point of the open-concept shop, Triumph requested a central, vertical lift, allowing bikes to be easily relocated from the repair shop to the showroom. thread collective’s resulting design embodies the industrial-modern aesthetic of the neighborhood, while paying tribute to the history of Triumph.
The 2,000 square-foot retail space opens to the street with a 20-foot glass garage door, allowing passing pedestrians a glimpse into the showroom. As customers walk through the door, they are greeted by a display of vintage Triumph helmets and colorful tanks lining the back wall. Black steel paneled walls lead to a repurposed shipping container wrapped in steel which serves as a private office space for employees. Above the shipping container, stairs lead to the shopping area of the showroom, featuring custom cabinetry housing Triumph apparel and helmets. Throughout, the industrial palette is juxtaposed with vibrant accent colors, polished chrome detailing and copper clad accessories to give nod to the motorcycle aesthetic, while maintaining a modern outlook.