BMW motorrad and the house of machines open motorcycle minster in LA

situated at the heart of los angeles’ arts and culture district, BMW motorrad have joined forces with the house of machines to open a place pulsating under the german brand’s philosophy of ‘motorcycling as a way of life’. the workshop-cum-exhibition-cum-live music venue truly ‘makes life a ride’, bringing together people from all destinations of the globe to engage in a multitude of experiences related to two-wheel travel. the opening of the space, which coincided with the city’s 2017 auto show, is the second instalment as it follows the cape town edition that was opened in 2013.

all images courtesy of BMW group

‘the house of machines is 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.

‘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.

with BMW motorrad as exclusive partners, the house of machines los angeles edition is the place where motorcycling lifestyle comes alive. under a single roof, the space offers an integrated experience where visitors can engage in a diverse range of motor activities, from a custom bike builder complete with an adjacent workshop to craft beer tasting, or from enjoying soulful highway-style food to rocking out to live music. these, as well as the exhibition of BMW heritage motorbikes, evoke an authentic atmosphere attributed to the global and LA-specific heritage and custom scene.

yet going another step further to create a shrine to motorcycle lifestyle and offering nothing but the best of bikes, BMW motorrad and the house of machines introduce a specifically developed fashion label to sell at the store. limits no longer apply (LNLA) are a newly created men’s apparel brand that delivers high quality everyday essentials for the modern male motorcycle enthusiast. their limited collections reference the thrilling, unadulterated moment on the famed german autobahns when speed limits are removed and riders can let their inhibitions run wild. with carefully selected materials, each garment becomes a truly special item that reflects the wearer’s lifestyle.

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