In 2014, Hatch was entrusted with the co-ordination and creative direction of Harley’s first ever Retail Readiness Event (RRE) in South East Asia. The event was attended by dealers, official licensees and staff from the region making it one of the most anticipated events of the year. To draw the attendees to the various collections of Harley merchandise, four ‘L’ shaped walls were constructed to channel the flow of traffic in and around the event space. These walls were multi-layered with printed graphics, informative boards and the like, making for a more interesting presentation. Unconventional methods such as hanging apparel to mesh grills with header boards or mounting denim jeans onto a road textured backdrop, invoked curiosity and helped to garner more sales. By playing with vertical space, the size of the room was controlled visually, making the room more compact. Lowering the trusses and suspending sign boards allowed the eye to find the collections and areas easily making for better navigation. Through meaningful collaboration, Harley-Davidson® was provided with design solutions which had the user’s experience in mind. This in turn, resulted in a successful event and a satisfied client.