Words and pictures by Ian Neubauer

Celebrities Ruby Rose and Justin Hemmes, Hells Angels motorcycle club members, men in power suits and an army of models from the planet tall attended the grand opening of Frasers Motorcycles new showroom in Sydney last night (November 12).

Frasers Motorcycles launched its new showroom in
Sydney last night. 

Hosted by Erika Heynatz, the Fraser family and their associates unveiled their new multimillion-dollar showroom with a glamorous event at which no expense was spared.

The catering was divine, the cocktails were sublime and the collection of BMW, Harley-Davidson, Buell and Ducati motorcycles had everyone dreaming of life on the open road.

Entertainment included music by the Martini Club, Playstation motorcycle racing consoles and a fishbowl-like, glass-enclosed display cage inside of which a $100,000 super-tuned Ducati racing bike was tested up to speeds of 300km/h by aid of a dynaometer. 

Guests were also taken on a behind the scene tour of Frasers’ state of the art workshop and mingled in an expansive second-floor functions area that offered panoramic views of the plus-size showroom.

The six-figure launch was organised by boutique PR firm Trish Nicols Agency, which spent three months fine tuning the event.

“It’s been a lot of work,” said Trish Nicols director, Trish Nicols. “We started talking to the client about it three months ago but it all came together very fast toward the end.”

Frasers Motorcycles project leader, Pepe Smith, who made a grand entrance on a Harley-Davidson, said the new showroom represented an evolution in motorcycle retailing in Australia.

“Motorbikes are all about passion and emotion, so we knew we had to create something that was not just a gallery but which stimulated people,” he said.

Frasers Motorcycle Showroom is located on the corners of Parramatta and Concord Roads, Concord.

Did you attend this event? Click here to tell us what you loved — or hated — about it.