Harley-Davidson's Milwaukee Headquarters to Become a Charming City Park

Heatherwick Studio and Harley-Davidson announced plans a few days ago to transform a significant component of Harley-Davidson’s headquarters in Milwaukee, the Juneau Avenue complex, into a public park for the pleasure of its staff and the neighboring community.

©Heatherwick Studio

“We want to create a new public park for Milwaukee residents on this former factory area, according to Thomas Heatherwick. We want to develop an attractive gathering place where people can meet with friends and family to experience the power of nature while also providing areas for food, performance, and play. The goal is to showcase and embrace the redevelopment of this distinctive city’s Near West Side.”

The Harley-Davidson “Hub” Encourages Human Connection

Heatherwick Studio, in charge of the project’s entire creative delivery, has been assigned to create a design that would convert the industrial site into a social and spiritual environmental meeting space that everyone can use. From here, the architects envision “The Hub,” a submerged, multi-purpose, circular event venue with seating areas in the park’s central location.

The open-air design incorporates motorcycle access, turning circles, parking areas, pathways, plants and seating, and 360-degree panoramas. The design encourages communities, motorcyclists, and employees to work together.

Natural wood, tarnished steel with a pleasant patina, and ten locally produced bricks make up The Hub. It provides a view of the brick structures that once housed the old Harley-Davidson headquarters based in one direction. On the other side, there is a park with 120 native plant species, including 20 tree species and 100 leguminous plants, many of which are precious to the Forest County Potawatomi.

The Hub ©Heatherwick Studio

“Milwaukee is the place we have proudly called home for 120 years,” stated Jochen Zeitz, Chairman, President, and CEO of Harley-Davidson. We want Harley-Davidson to be more meaningful in Milwaukee than ever for our society, staff members, and clients. We must maintain and enhance this aspect of our culture in a way that is consistent with our goal, guaranteeing that it will be valuable to future generations.

Jochen Zeitz continued, “Starting the project in our 120th year emphasizes the significance of the initiative and our dedication to Milwaukee. We are very proud of the Harley-Davidson Foundation’s work driving this project, which adds to the Motor Company’s $30 million donation to the Foundation since 2020.”

©Heatherwick Studio

The Harley-Davidson Foundation will finance and supervise the early phases but seek long-term maintenance and operations from outside partners. This spring, construction will begin on The Hub and officially open to the public in the summer of 2024.

Jochen Zeitz confirmed, “Heatherwick will serve as Design Guardian for the project, working with local firms. HGA, a Milwaukee architectural firm, served as the architect of record, providing civil engineering, landscaping, lighting, and technology design. Greenfire Management Services, a Near West Side company and varied supplier, will guarantee that the project reaches its promise to become a vital part of the Milwaukee landscape reflecting both Harley-Davidson’s values and its revolutionary community objectives.”