2023 marked a significant milestone for Harley Davidson – 120 years of roaring engines and rebellious spirit. To commemorate this monumental birthday, the iconic motorbike manufacturer threw an epic celebration in their hometown. Veterans’ Park in Milwaukee underwent a remarkable transformation into a colossal festival site, with the main stage stealing the spotlight on Saturday night as The Foo Fighters took the helm.
Our role in this grand celebration was to provide a showcase for the newest addition to the Harley family – the Live Wire, an electric bike that embodied the future of Harley Davidson. Housed in a 44ft expanding VIP hospitality unit, the centerpiece featured two Live Wire bikes, including the stunning new Del Mar model.
The unit also boasted customization options, an 85” screen playing digital Live Wire content, a Sonos sound system, and an array of memorabilia and Live Wire merchandise.
Over the three-day extravaganza, the hospitality unit became a magnet for over 10,000 visitors, with several enthusiasts committing to the future of electric riding by placing deposits for the Live Wire bike. As the main acts took the stage, our showcase transitioned into ‘night-mode,’ bathing in purple neon lighting that made it stand out in the midst of the 30,000-strong crowd.
The Live Wire showcase took center stage, capturing the attention of hardcore petrolheads. Visitors were not only captivated by the bike’s striking aesthetics but also awestruck by its epic performance. Going from 0 to 60 in just three seconds, the Live Wire proved to be a formidable contender among the legendary Harley bikes of the past.
To complement the showcase, a test-drive center was set up down the road in Deadwood, inviting enthusiasts to experience the thrill firsthand.
Our modern hospitality unit played a pivotal role in introducing the vanguard of electric bikes to a global audience of die-hard Harley fans. It was a celebration of the past, present, and future, where the Live Wire emerged as a shining star in the legacy of Harley Davidson.