BMW Motorrad meets The House of Machines – making life a ride, 24/7

Gregory

December 5, 2017

Ah, the joys of motorcycling. From the familiar yet ever-so-comforting sensation of the breeze blowing past you as you ride to the occasional friendly nod/wave you give and receive to your fellow two-wheeled comrades, there’s really nothing like it. For those of you reading this, we’re pretty sure you can relate.

Not too long ago, BMW Motorrad and The House of Machines have opted to take this concept to another level with the opening of a multipurpose venue that focuses on providing motorcyclists or fans of motorcycles a place to fully immerse themselves in culture of two-wheeling.

The new garage-cum-exhibition-cum-live music-cum-cafe opened its doors on November 29 and is situated in the Arts District of Los Angeles, California. “The House of Machines is a 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,” commented Strategic Director of The House of Machines, Drew Madasci.

Seriously, though. Mr. Madasci meant it when he said the venue was a place in which man and machine coexisted, as proven by the existence of a custom motorcycle builder complete with adjacent workshop, to live music performances and craft beer tasting as well as soul food and artisan coffee. All under one roof.

To further build on the already impressive atmosphere, several BMW Motorrad heritage models will be displayed at the venue. “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,” added Timo Resch, Vice President Marketing and Sales BMW Motorrad.

For those who prefer to look like they ride more than they actually do (triggered), the introduction of a specially-developed men’s fashion label, aptly called Limits No Longer Apply (LNLA), should be exactly what the doctor prescribed. The collection – exclusively tailored for The House of Machines – is available for a limited time of 12 months onsite and also online in the USA.

The Los Angeles venue would be the second of its kind following the debut of such a venue in Cape Town, South Africa, in 2013. Now, we don’t know about you but this sounds like a place that we could definitely get used to here in Kuala Lumpur and its neighboring cities – maybe even put a mamak spin on the Malaysian venue. Word on the street is that the good folks at The House of Machines are considering the idea of similar venues around “cultural hotspots throughout the world.” Fingers crossed, then.