Harley Davidson’s 120th Anniversary Celebration with the Live Wire Showcase

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.

Inside a mobile exhibition trailer, a sleek Harley Davidson LiveWire motorcycle is on display

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.

Harley Davidson's LiveWire showcased in a Pulse expandable dropdeck, a mobile exhibition unit with transparent walls for an engaging product display
LiveWire shines at Veterans’ Park, a symbol of Harley’s electric prowess

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.

A colorful Harley Davidson LiveWire S2 Del Mar motorcycle stands inside a mobile exhibition unit
Harley Davidson LiveWire S2 Del Mar model

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.

visitors gather around the LiveWire exhibition unit at night
Engaging ‘night-mode’ with vibrant purple neon lighting, it stands out next to the 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.

Harley Davidson LiveWire S2 Del Mar, a metallic masterpiece at the heart of Veterans' Park showcased inside a mobile exhibition units (MEU)
Harley Davidson LiveWire S2 Del Mar model in space grey.

To complement the showcase, a test-drive center was set up down the road in Deadwood, inviting enthusiasts to experience the thrill firsthand.

 Harley Davidson LiveWire mobile exhibition trailer at Veterans' Park
A lively scene around the expandable Harley Davidson LiveWire showcase at Veterans’ Park.

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.

 the interior of product exhibition unit, the LiveWire showcase becomes a hub of connection and celebration
Enthusiasts gather around the dazzling new LiveWire S2 Del Mar.