Deus ex Machina Showroom & Cafe Camperdown, Australia
Deus ex Machina Motorcycles sells custom-made Japanese and American motorbikes, inspired by the golden years of 1950s biking. Founded as a collaboration of enthusiasts, including Dare Jennings, the creator of Mambo clothing, Deus ex Machina is a project that rejects corporate marketing and disposable products, instead offering timeless classics with a modern twist.
The Deus showroom outside Sydney is described as a “temple of enthusiasm”. Alongside the custom bikes, parts and accessories, Deus has a café serving food and sells clothing, books, art prints, and even hi-fi systems and a Deus car. The whitewashed grand brick building is a backdrop to the hand painted graphics and screen prints that cover the walls. Memorabilia is stylish and nostalgic, and used to bring the spirit alive, rather than as a series of themed lifestyle props. The tone is gentle and witty – their newsletter is called the Oily Rag.
The working bikeshop and the decent café make this a vibrant environment, rather than a design museum, and the passion that the staff communicate make this a retail experience with real soul.
HIGHLIGHTS
Custom motorcycles
Café and workshop
Books and art for sale
Matthew Brown is head of research for Echochamber, an independent research consultancy that tracks global retail trends. For more information visit www.echochamber.com
No comments yet