soulsight®

This week marks the 71st Annual Sturgis Motorcycle Rally. And while that may conjure up various visuals in your mind, it most definitely calls up the Harley-Davidson brandmark.

Harley-Davidson has, over 100 years, cultivated a cult following and brand loyalty built upon a devotion that is unrivaled. The Harley-Davidson product has grown beyond chrome and steel to an exemplar of aspirational lifestyle brand. For me, however, it still largely represented bikers and other nefarious members of the hardcore set.

Recently, I had the opportunity to visit the Harley-Davidson museum in Milwaukee, Wisconsin and was blown away. The image that I had in my head was quickly erased by the high-style, modern architecture of the museum. Harley-Davidson, it seems, is trying to (pun totally intended) turn the corner and peel away from the biker image to a more refined, and designed aesthetic.

The building is stunning and beautiful. Truly a work of art in itself, the museum houses some amazing historical artifacts, including some gorgeous photography from the history of Harley-Davidson. They have done a masterful job of projecting the vision of where they are taking the brand, while not skipping over its rough and tumble past.

If you find yourself in Milwaukee with a few hours to kill and a desire to be inspired, stop in. Just don't ride up on a Vespa. For more information, visit the Harley-Davidson site.