To get himself revved up about designing the first museum for America’s iconic motorcycle, Harley Davidson, Pentagram partner, James Biber got himself a Harley and rode it to work each day from his Brooklyn residence to his office in Manhattan. It was an exercise that helped Biber codify the quintessential qualities of the Harley brand and culture and bring them to design of the museum.

Biber has designed a museum whose construction recalls the fabrication of a Harley motorbike on a 60-acre site whose openness captures the spirit of a motor rally. The result is a museum experience that should resonate with Harley enthusiasts worldwide.