Norton is betting that selling premium motorcycles shouldn't feel like buying any other bike. Instead of another dealership refresh with swanky signage and posh furniture, the British brand has teamed up with world-renowned architecture firm Foster + Partners to create a completely new retail experience. The new showroom design, which is part of Norton’s 200-dealer global expansion, is intended to change how customers experience the brand, with motorcycles displayed more like fine art than machines lined up on a sales floor. Norton says the concept combines gallery-style displays with dedicated areas where customers can configure their bikes, explore the engineering behind them and interact with digital displays. Article continues below ADVERTISEMENTArticle continues below ADVERTISEMENTRather than building one enormous flagship showroom, Norton says the concept has been designed to work in dealerships from as little as 50 square metres upwards.