This thoroughly modern dealership honors the spirit of Harley-Davidson’s historic Juneau Avenue plant in Milwaukee. Designed to accommodate Harley riders of today, this new facility has the strength of character, simplicity of form, and use of common-sense materials found in the original 1906 factory building.

The dealership features a rectangular two-story structure with a row of factory-style windows placed above ground-level garage doors. Above each garage door is a canopy of industrial corrugated metal. An ornamental metal canopy hangs above the main entrance to welcome visitors. Painted dealership signage along the top of the building evokes an earlier, more industrial age. The painted terra cotta exterior hints at the original red brick of the Juneau Avenue plant, yet is compatible with the vibrant colors typical of central Florida. A vintage water tower creates a prominent landmark for cars traveling the nearby interstate highway.

The dealership has created a welcome environment for social activities. The garage-style doors open to create an expansive indoor/outdoor space for large gatherings. An overscaled replica of the original Harley-Davidson shed built on the site has even served host to weddings.