15 Years: Harley-Davidson Annual Dealer Meeting
Lauren Repici, Executive Producer, Proscenium
Turning the space’s biggest flaw into the event’s centerpiece
The Boston Convention Center has enormous windows right in the center of the room.
For most events, that’s a dealbreaker.
For the Harley-Davidson Worldwide Dealer Meeting, we transformed it into one of the show’s defining moments.
An industry first
We did something nobody had done at the venue before: filmed over every window panel and turned them into a giant projection surface. What was supposed to be the room’s biggest limitation became its most memorable feature.
But the windows were only the beginning!
Harley-Davidson wanted this show to be about design. So rather than having the usual executive lineup, we put actual Motor Company engineers and designers on stage during walk-in, sketching and sculpting products live in front of 5,000 dealers. The audience walked in and immediately felt like they were inside the design process.
The big reveal
Then the room went dark. Pulsing music. Lights narrowing to three points on the stage.
Via hydraulic lift, three Milwaukee-Eight engines rose into view!
It was one of the largest new product launches in Harley-Davidson’s 110-year history, and everything in the show was built to drive a single outcome: getting dealers to put riders on the new bikes.
The result? Test rides increased 97%.
Harley-Davidson’s Head of Communication said this: “Executing one of the largest new product launches in our 110-year history was no small feat, and Proscenium delivered exceptionally.”
Our Executive Producer, Lauren Repici, who’s been with Proscenium for 10 years, spoke about what made this show one of the most complex and rewarding we’ve produced.
Watch the film