Norton Motorcycles and Foster + Partners Unveil Modular Retail Pavilion
Since its revival under Indian ownership by TVS Motor Company in 2020, Norton Motorcycles has joined forces with Foster + Partners to introduce an innovative retail concept. Crafted by Chief Creative Advisor Gerry McGovern OBE, the pavilion showcases Norton's four primary models: Atlas, Atlas GT, Manx, and Manx R, positioned on raised platforms alongside accessory cabinets. It features interactive elements for customer customization. The adaptable design, which can expand from 50 square metres, aims to establish 200 locations worldwide, beginning in the UK, Italy, Germany, France, Spain, India, and the USA. McGovern referred to motorcycles as 'emotional, sculptural objects of desire,' while Norman Foster characterized the design as a modern reflection of Norton's legacy. The Atlas is priced from £8,250.
Key facts
- Norton Motorcycles partnered with Foster + Partners to create a new retail concept.
- The pavilion is a modular, vitrine-like display for Norton's motorcycle range.
- Norton's Chief Creative Advisor is Professor Gerry McGovern OBE, formerly of JLR.
- The current Norton range includes Atlas, Atlas GT, Manx, and Manx R.
- The pavilion includes interactive displays and personalization options.
- Norton plans to have a presence in 200 locations worldwide, starting with the UK, Italy, Germany, France, Spain, India, and the USA.
- Motorcycles are designed in Solihull, UK, and manufactured in Hosur, India.
- The Norton Atlas starts from £8,250.
- Norton has been owned by TVS Motor Company since 2020.
- The design concept aims to elevate the purchase of motorcycles from transaction to experience.
Entities
Artists
- Gerry McGovern
- Norman Foster
Institutions
- Norton Motorcycles
- Foster + Partners
- TVS Motor Company
- JLR
Locations
- Solihull
- Hosur
- Tamil Nadu
- India
- UK
- Italy
- Germany
- France
- Spain
- USA