Norton has announced the opening of its new London location, the Norton Atelier, from which both motorcycles and apparel will be available.
The Norton Atelier is described by the TVS Motors-owned British manufacturer as “its flagship London location,” and is itself located in Old Street, at the Bike Shed.
Norton motorcycles - both the Norton V4SV, and Norton Commando 961 range - will be available for both test ride and purchase at the Norton Atelier; as well as Norton’s apparel range, which has been designed in collaboration with Savile Row fashion designer Nick Tentis, who also had a role in creating the Atelier itself.
Christian Gladwell, Chief Commercial Officer at Norton Motorcycles, said: “Seeing the Norton brand move from within the four walls of Norton HQ and out into the marketplace is positive on a number of levels.
“Dealer partner enquiries signified the level of demand for our motorcycles, and I’m immensely proud of the work the commercial team has done to meet that demand with what is a growing dealer network. More dealers mean more riders enjoying the results of the hard work and dedication that the entire team at Norton has contributed towards.
“Opening the London Atelier is also a big milestone for the brand. For Norton to have created the first of its own spaces from scratch shows our commitment to the growth of this historic marque, at the same time as setting a new standard for motorcycle retail.”
Nick Tentis, the Savile Row fashion designer behind the creation of the Norton Atelier, said: “For the first Atelier, I wanted to create a space that reflected the history and values of the Norton brand while also creating the perfect environment to display the new clothing collection. Outfitting the space with a tailored mix of both bespoke and vintage furniture perfectly encapsulates Norton’s past, present and future.”
Gareth Charlton, Global Brand Director of Bike Shed Moto Co., said: “I am delighted to welcome Norton Motorcycles into our shop space at 386 Old Street. With their glorious history and dynamic vision for the future I cannot think of a better neighbour for Bike Shed Shoreditch.
“Having ridden their wonderful new Commando 961 and witnessed first-hand the stunning detail, and execution, they have sought in the fit-out of Norton Atelier London I very much look forward to frequently walking next door."
The Norton Atelier can be found at 386 Old Street, London EC1V 9LT.
To find out more about Norton and its current range of motorcycles, head to the Norton website.
