Rick Roush Motor Sports of Medina, OH, wanted to turn its boring, big-box building into an exciting motorcycle sales and service dealership for its customers. To do so, a complete interior transformation was necessary. Now, visitors are greeted by a charming cabin environment, complete with Adirondack fireplace and cushy, leather club chairs. Customers get to experience a sense of discovery as they wander around the building to browse the products, fulfilling the sensory environment the company was hoping to achieve.
Special Design Elements
The theme of "roadside attractions" leads customers through the facility with outdoor streetlamps and tire tracks. Green and white street signs offer information, and cabin storefronts provide façades for offices. A general store in the display area, and finance offices camouflaged behind western storefronts, enhance the fantasy theme, as do motorcycles suspended from the ceiling.
Design challenges for this project included drawing customers back to a building site with limited visibility, and making customers want to stay once they arrived. Bright yellow exterior paint, combined with a massive façade of smoke-toned showroom windows, solved the visibility problem. And, the interior transformation resulted in increased hospitality for guests (including a pool table and video games, in addition to the comfortable customer lounge), which draws attention and exceeds customer expectations.