When you think of a motorcycle shop, you might conjure up images of a greasy, windowless warehouse on the dusty outskirts of town. At least, the words ‘sophisticated' and ‘aesthetically pleasing' aren't the first to jump to mind. Iconoclast, a new motorcycle shop tucked behind Hub Clothing on Larimer Square is set to challenge the traditional concept of a motorcycle shop. The motorcycle gallery was first opened in January by husband- wife team, Donald and Wendy Atchison. The concept was to have a centrally located motorcycle shop that doubled as an industrial art gallery. The choice of the name Iconoclast itself implies "the destruction of the image of motorcycle and motorcycle shops per se," says Don. Atchison is trying to achieve a ‘neo-modern industrial' look in the showroom. As you enter the store, you're first greeted by a couple of monstrous, unique motorcycles with exposed shiny silver components and comfortable looking seats. A Helix wooden display cabinet that otherwise looks somewhat conventional with its beveled glass windows, has a motorbike kickstand in the place of one leg. A wide aluminum encased stairwell takes you up to the main showroom. Black couches that resemble motorcycle seats line one wall. The purchasing counter feels more like a place you'd rustle up to and buy a drink. Black-cushioned stools at the counter appear to sit atop gigantic springs. A slightly Cubist painting by Hungarian artist Szentesi Mano (o topped with grave) provides color to the otherwise silver and black decor. Mano's company, Denver Graphics, also designed the Iconoclast sign, and some furniture in the store.

The motorcycle/gallery concept came together over the period of a few years. At first Atchison had the idea to put his mechanical engineering degree to good use and design his own bikes. He wanted to create an American-made brand that had an attractive, sleek design that would be higher quality than current bikes on the market. Atchison, who also is a motorcycle racer, discovered someone else had beat him to it when he met Confederate Company founder Mat Chambers at a race many years ago. Chambers told Atchison he had already developed a prototype for his bikes. Atchison didn't think much of it, until he later saw an ad for Confederate motorcycles -- they were exactly what he had in mind to develop himself. "He was talking big [when we first met], and he actually came through. I had nothing on the drawing board, it was just an idea." Atchison visited the Louisiana factory to see the bikes firsthand, and because Chambers is admittedly not strong on the retail side, it was only natural that Atchison, who has experience as a sales manager for an industrial company, step in to take up the retail end. Atchison now has the exclusive rights to the retail sale of Confederate motorcycles in the U.S.

As the old adage goes, if you can't beat ‘em, join ‘em.

Motorcycles, by nature, have a ‘bad boy' appeal. Confederate bikes are no different as the model names imply -- the five models are called the Hellcat, the Rebel, the Confederado, Wild Cat, and Crazy Horse. The only difference is, with a mere 600 being built each year, these bikes appeal to bad boys with big bucks. Actor Nicholas Cage owns two Confederates, says Atchison. In LoDo the clientele tend to be businessmen who discover the shop wandering around after work. Sales have bypassed the Atchisons' expectations. They hoped to sell one bike a month for the first year -- in four months they've sold ten. Not bad, since the rolling art sells for an average $25,000, and one bike Atchison sold came to a cool $38,000 after it was fully supped up.

Bikes aren't the only thing available at Iconoclast though. Atchison has chosen other merchandise that may not have much to do with motorcycles, but that he likes (in case the store was a flop, he jokes). They have Vanson leatherwear and can measure clients for custom leather outfits. The showroom carries Swiss-made Ventura and Xemex watches. Xemex watches are based on the designs of artist Ruedi Külling, whose posters can be seen in a permanent exhibit in New York's Museum of Modern Art. Külling's credo in keeping with the Bahaus revival is "simplicity, unity, clarity." One of Xemex's newer models, the Fat Boy, which Atchison wears, is a jet setter's dream. It is a ‘reversible' watch with two faces to show two different times depending on which side faces up and which time zone the wearer finds himself in. In another unique presentation, some of the watches are displayed linked to yellow chains hang-ing vertically from the ceiling.

"Not only are the works of art ‘works of art,' the bikes are works of art, the watches are works of art, so I want to give them the respect they deserve, and display them in that sort of fashion. I'm just trying to do everything a little bit different."

Atchison fashioned a display shelf for advertising literature on the various products by running a wire cable through a series of ribbed aluminum slates that were once floor decking from a manufacturing plant. He is also currently creating a floating table from aluminum slats that will be suspended from the ceiling by cables. "I can't deal with things that are really that intricate. Whether it's my personal tastes or my ability, I prefer to work with things that are really simple." He clearly enjoys creating his own ideas, but Atchison is on the lookout for additional industrial artists to showcase. He plans to change the layout and art in the store so that people are inclined to return to see what's new.

Due to its location, most of those who wander in these days are tourists, gripes Atchison, who is aiming to draw more locals. There are also CU students who can't afford the merchandise now, he says, but might be able to in five or ten years. What's surprising is, despite the abundance of metal objects, intimidating motorcycles, and high-end merchandise, the boutique is comfortably inviting. Amongst the art and comfy black leather couches Atchison says, "I have bike magazines, business magazines, design magazines, so people are welcome to buy a juice or whatever locally, a coffee, and come hang out."

Open: 10-7 M-F; 12-5 Sun
Special showings also available; call for an appointment.