Studio MB and Triumph Motorcycles Get Pulses Racing

Edinburgh based design consultancy, Studio MB, collaborated closely with Triumph Motorcycles to create a world-class ‘home’ and visitor experience for the Triumph brand within the heart of their Hinckley factory in Leicestershire.

The Triumph Factory Visitor Experience is a site of pilgrimage for motorcycle enthusiasts and visitors from around the world offering an inspiring and informative 1200m2 exhibition, café, shop and factory tour.

Studio MB designed a holistic visitor journey including site arrival and entry into the exhibition via a tree-lined walkway entitled, the “Avenue of Legends”. The avenue provides a transition from carpark arrival to the visitor centre entrance featuring inlaid, engraved, black basalt slabs of legendary figures in Triumph’s history, building visitor anticipation.

The exhibition is an immersive experience telling a passionate story of Triumph Motorcycles by the people who make them and by the people who ride them. It showcases the design excellence, engineering precision and human endeavour that goes into the manufacture of every Triumph motorcycle - bikes built by riders, for riders.

Eight thematic zones set across two floors present a chronology of Triumph's historic and contemporary achievements in motorcycle performance, design, engineering and manufacture, charting a clear ‘bloodline’ to today’s range of bikes. 

Collection highlights include: a 1970s factory order book open on a page tracing a sale to Italian racing legend Giacomo Agostini; Steve McQueen's 'Great Escape' Triumph TR6 and Malcolm Uphill's 1969 750cc Triumph TT winner.

Interpretive highlights include: “Attitude” – a film conveying the passion and attention to detail that goes into every motorcycle, projected in HD onto a polished concrete ‘gateway structure’ featuring a debossed Union Jack;

“Performance” – a 9m curved, wall-projected film of Triumph’s illustrious racing pedigree supported by a linked, floor-projected rev counter charting Triumph’s historic moments in time;

“Belonging” – an interactive, projected wall map demonstrating Triumph’s global community and status, offering geo-specific information on dealerships, biker clubs and fan posts pulled from Triumph’s social media accounts;

“For the Ride” – Triumph’s latest bikes showcased across three linked, 6m wide screens with an energised soundtrack punctuated by customer commentary on why they ride motorbikes, completing a connection with existing riders and capturing the imagination of new customers.

The variety of storytelling methods were orchestrated to give visitors a broader understanding and deeper appreciation of the authentic heritage and ongoing success of this genuine British icon and international super brand.

"The exhibition experience is not a museum but instead a celebration of great British design and engineering and the rebirth and affirmation of one of the world's coolest brands".

Charlie Barr, Director, Studio MB

Visitors can also pre-book a guided factory tour to walk the Hinckley production line, providing first-hand experience of the cutting edge motorcycle manufacturing process and the opportunity for direct engagement with experienced and enthusiastic, time-served staff. When visitors have filled their boots with Triumph’s rich story, they can put them up at the biker-centric café furnished in steel, oak and leather to a backdrop of engines and illustrated wallpapers reflecting diverse biker subcultures.

Studio MB provided a turnkey solution for this biking tour de force including creative masterplanning the complete factory-based experience; collaborating on the curation of the highly coveted collection; copywriting of the engaging accompanying narrative; concept design and graphics through to production drawings and artwork for the setworks which balance industrial and art gallery aesthetics; as well as art direction of bespoke, punchy illustrations, thumping films and on-trend, social media-led software. In addition, Studio MB enlisted a range of handpicked specialist sub-contractors to facilitate the fit out of this high-quality, crafted delivery.  

The result is a multi-award winning, world-class visitor experience for one of the top motorcycle manufacturers on the planet.

"We had a very high hopes for the new Triumph Factory Visitor Experience. The result not only exceeds the expectations set, but delivers a truly engaging and immersive experience that can be comfortably considered one of the very best of its kind. The passion and collaboration we had across the team, particularly with our lead creative agency Studio MB, on the design, content, technology and project management has been fundamental to the success of this great new British, motorcycling and engineering visitor experience."

Miles Perkins, Head of Brand Management, Triumph Motorcycles Ltd.