Ducati Bike Display
Created to help launch Ducati’s premier line of road bikes, this display needed to stand out in a retail environment and be one that adhered to a design language that is noticeably Ducati. The strategy for achieving this was to incorporate recognizable design elements. The design makes use of the signature trellis framework while incorporating the classic Ducati red. The form taken by the cantilevered design evokes a sense of motion and draws from the sleek Italian styling that Ducati is known for. Other components of the design are the use of exposed fasteners as well as raw aluminum and steel that Ducati enthusiasts will find familiar.
The goal was to develop a fixture that was more of an extension of the product rather than an invisible pedestal. The challenge was to do this in a way that didn’t pull attention away from the featured product but instead gave the product a more impactful presence. This low profile fixture elevates the bicycle while maintaining an unobstructed view of the product from all directions. The message to the consumer is that this bicycle is something to be noticed.
The Ducati Bike Fixture first hit the floor at Interbike, an international bike trade show and the largest in North America. It later received a store fixture award from the National Association of Store Fixture Manufacturers and was also featured in Azure magazine, in an article examining the evolution of retail displays.
Design Inspiration:
