Gear Head

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Best Display

Owners: Dan Witmer, Mary Teasdale Location: Ottawa, Ont., Canada Store size: 12,000 sq. ft. Vehicle brands: Aprilia, Hyosung, Moto Guzzi, Piaggio, Polaris, Vespa, Victory, E-moto URL: www.gearheadcanada.com

While this Canadian dealership's myriad media and promotional campaigns could have earned it a top slot, it was the store's showroom display that caught the attention of the Top 100 judges. New models are arranged in islands in the showroom where they are merchandised with the appropriate P&A. An "Italian Cafe" feaures leather chairs, an espresso maker, vending machines, magazines, a TV and a display of broken moto parts and natural fossils in a glass-top table. Sprinkled throughout the accessories displays are unusual artifacts such as Asian art masks, spears and skulls.

The idea is to give customers "something different" to see around every corner or on a far wall to draw them through the room. Directional spotlighting is used to achieve this effect, and vertical grids and aluminum slatwall allow the displays to extend upward to the high ceilings. The showroom is done in a industrial design with exposed ducts, aluminum diamond plate and brushed metal display racks and fixtures.