BMW Motorrad of Denver planned for its new home to be in an existing 2-story industrial office building. This larger facility was to double the number of motorcycles on display; allowing every BMW model to be featured on the 5,000-sf showroom and be a hub for the BMW Motorcycle community. AW was hired to design a 4,000 sq. ft addition for the building. After completing programming, it was clear that the original building had enough square footage for all of the client’s needs. The solution was to put the bike storage on the 2nd floor with access through an exterior coiling door that could be reached by forklift, with plans for a future industrial lift. The biggest design challenge was to transform the existing 28-foot-high lobby that only had two double door entry points on the ground level that was finished in rose colored split face block.

Two cantilevered glass floored bike displays were added at the 2nd floor level braking up the height of the lobby and offering views into the show rooms.

Lobby floor openings were also enlarged to offering visual lines into the dynamic new showroom area show casing the brand. Customers to Colorado’s oldest and only exclusive BMW motorcycle retailer are now welcomed in through a 2-story atrium. The showroom and welcome center offer an 800-sf customer lounge, equipped with a computer station for mapping out trips and charging ports to help riders stay connected. There are 12 service bays, retail area and even a shower room to help weary riders refresh after a day on the road or dirt.


Centennial, Colorado


September 2016


19,870 sf