Ready to Race in the New Fan Shop
Mattighofen, Austria: After four years of planning and construction, the doors of the KTM Motohall were opened in May 2019. The building in the heart of the municipality of Mattighofen, just a few steps away from the company's founding site, with its innovative concept and design sings the unmistakably modern but also fast-paced KTM tune.
A surrounding metal construction in the form of a tire track is the architectural exclamation mark of the imposing building and symbolizes the dynamics of the today world-famous company from the Upper Austrian Innviertel. The architecture and exhibition concept succeeds in conveying the READY TO RACE feeling very closely. The "Orange Spirit" can be felt throughout the entire world of experience.
The course guides visitors through three exhibition levels, staging the core values of the brand. A design process from the sketch to the finished product is presented, with animations illustrate technical details. Road and off-road bikes compete on a replica steep bend and lead up to the highlight of the exhibition: the "Heroes Area". With impressive, dynamic images, a 360° projection pays tribute to the heroes of racing. In the basement of the living workshop of the KTM Motohall, handymen, screwdrivers and inventors can follow the elaborate restoration and care of historic vehicles live.
Another highlight is the approximately 300 m² KTM shop, which offers everything a fan's heart desires, from fashion to accessories. Architecture and design play an important role here as well, allowing visitors to take a look at the exhibition and the living workshop. The store is also barrier-free and accessible without an exhibition ticket. The furnishings for the KTM Shop were provided by umdasch The Store Makers. All materials used were largely adapted to the retail fittings used internationally. Orange acrylic elements and wood-based materials are kept in the CI of the brand and form a contrast to black and grey metal parts.
The focus here is on the centre elements of a self-supporting island surface in KTM's angular design language, from whose ceiling the product carriers are suspended. The "READY TO RACE" wall, in which the motorsport utensils are arranged between room-high acrylic walls, is another eye-catcher. The motivating lettering runs along the entire wall and provides dynamism from different perspectives.
"A challenge for production and assembly was the gradient of five percent in the entire building, to which all furniture had to be adapted. We were able to master this special feature, so that the product carriers are still absolutely horizontal," explains Gottfried Buchegger, Key Account Manager at umdasch. He continues: "KTM and umdasch are linked by a partnership of almost 20 years, during which time we have equipped showrooms in more than 70 countries. All the more, I am pleased to have now also designed the shop in the KTM world of experience".
What else there is: The snack bar "Pit Box" in the KTM Motohall offers small refreshments, while the culinary team of the restaurant "Garage" is regarded as a tuning station for body and soul. Here, it's not the engine that's the focus, but the well-being of the guests. The menu invites you on a joint culinary voyage of discovery from Mattighofen via Paris to Dakar.