North American Warhorse
Dunmore, Pennsylvania
Directed the architectural design, site master plan, and retail brand strategy for America’s largest, multi-brand power sport dealership on a 25-acres site utilizing the adaptive reuse of a 250,000 s.f. facility.
This assignment was a convergence of skills by John Rossi Company that combined:
- Master planning to transform a formerly industrial site and building into a completely new commercial use.
- Architectural planning, design, and space programming for an efficient and welcoming environment including museum gallery, brand specific retail displays, service areas, parts, a custom fabricating shop, and race performance tuning.
- Brand development and extensive marketing background to expand the reach of Warhorse to a broader geographic area and varied motor sport events.
- Insightful product and consumer knowledge as an avid motorcyclist of more than 33-years including dirt riding, distance touring, and road racing—able to tailor individual messages to different ‘types’ of motorcycle enthusiasts
This combination of skills created an integrated brand strategy for Warhorse that wove through the architectural design as well as the business’s operations and marketing.
North American Warhorse is the exclusive retailer for over 25-brands of European, Japanese, and American motorcycles, ATVs, and water-sports machines.
Motorcycle and ATV sales in the US reached an all-time high of nearly 2-million units in 2005 and represents consistent growth in the multi-billion industry for thirteen straight years.
Scope of project: transformed a 25-acre industrial site and adaptive reuse of a 250,000 sf building
Project cost: $3M
Completion date: 2005
Collaborators: THEREdesign, Boston, Massachusetts
David Leung, AIA Clarks Summit, Pennsylvania
Photo credit: J.M Aldenderfer