Los Angeles. BMW Motorrad is pursuing its philosophy
of “motorcycling as a way of life” under the slogan
“Make Life a Ride”. Through its involvement in events and
collaborative ventures, BMW Motorrad brings people together to engage
in two-wheel experiences – such as the Pure Crafted Festival and
the BMW Motorrad Days.
The House of Machines is also a place where the motorcycling
lifestyle comes alive as a hands-on experience. Motorcycling, the
lifestyle surrounding it and the people involved in it – BMW Motorrad
is right at the heart of the action as an exclusive partner to a new
facility which opened its doors on 29 November in the Arts District of
Los Angeles. “The House of Machines is a place for people with a
love of detail, a striving for perfection and a passion for the
motorcycle lifestyle. ‘Where man and machine coexist’ – this is not
just the motto of The House of Machines, it’s a philosophy we embrace
in practice every day. And BMW Motorrad is the ideal partner for this
purpose,” says Drew Madasci, Strategic Director The House of Machines.
“Where man and machine coexist”
To
create this exceptional integrated experience, The House of Machines
has assembled a diverse range of offerings under a single roof: from a
fashionable custom builder complete with adjacent workshop and a
specially developed fashion label with limited collection through to
excellent-quality coffee, selected craft beer specialities, soul food
and live music – here visitors can enjoy everything that is an
authentic part of the heritage and custom scene. With its individually
selected partners and products, The House of Machines offers nothing
but the very best quality in all areas. Based on this principle, BMW
Motorrad was chosen as the exclusive partner. Models from the heritage
segment are exhibited on the premises, thereby contributing to the
unique overall experience.
“BMW Motorrad and The House of Machines share the same passion
for motorcycles and the surrounding lifestyle. The House of Machines
is the perfect everyday experience of Make Life a Ride,” says Timo
Resch, Vice President Marketing and Sales BMW Motorrad.
Limits no longer apply.
The concept of The House
of Machines is rounded off with the newly developed men’s fashion
label “Limits No Longer Apply (LNLA), initiated and inspired by
BMW Motorrad. The limited collections of this fashion label –
established exclusively for The House of Machines – are available for
12 months on the premises and also online in the USA. The collection
comprises high-quality everyday essentials for the modern man –
favourite items of clothing for the future. Carefully selected
materials make each garment in the collection a truly special item.
The House of Machines opened its doors in the popular Arts District
of Los Angeles on 29 November 2017. The history of The House of
Machines began four years ago in Cape Town. The new branch now gives
visitors the opportunity to get a taste of the motorcycling lifecycle
in Los Angeles with BMW Motorrad. In the years to come there are plans
to open additional branches at cultural hotspots throughout the world.
In case of queries please contact:
Renate Heim, Communication BMW Motorrad
Telephone +49-89-382-21615, Fax: +49 89 382-28567
Markus Sagemann, Head of Product- und Lifestyle Communication MINI,
BMW Motorrad
Telephone: +49 89 382-68796, Fax: +49 89 382-23927
Internet: www.press.bmw.de
E-mail: presse@bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
As a global company, the BMW Group operates 31 production and assembly
facilities in 14 countries and has a global sales network in more than
140 countries.
In 2016, the BMW Group sold approximately 2.367 million cars and
145,000 motorcycles worldwide. The profit before tax was approximately
€ 9.67 billion on revenues amounting to € 94.16 billion. As of 31
December 2016, the BMW Group had a workforce of 124,729 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.
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