Motorcycle greats roar into Royal Hospital Chelsea for Salon Privé London

  • MV Agusta London will showcase Superveloce S alongside AMO electric bicycle
  • Award-winning Harley-Davidson LiveWire will be on display
  • Bespoke builder Thornton Hundred will present its ‘Bobber Black’
  • Krazy Horse to celebrate Indian Motorcycles

Salon Privé London will not only be welcoming some of the greatest cars ever built to Royal Hospital Chelsea for its inaugural event on 21-23 April, it will also be hosting the most prestigious names from the motorcycle world, with heritage and innovation coming together to create what is sure to be a memorable line-up.

MV Agusta London will be making the short journey to Salon Privé London from its nearby showroom in Sloane Avenue, and the famous marque will be represented by two of its latest models. Like all MV Agustas, they are hand-built in the historic factory on the shores of Lake Varese in northern Italy, using the finest materials and the most advanced technologies.

The Superveloce S is a serious performance machine ready to tear up the track that just happens to have extremely charming neo-classic looks – it is a real head turner. Cruise the streets or hit the track with the available Racing Kit. 147hp and SuperSport race DNA assures this bike gives you everything you ask for.

The Superveloce S will be joined at Salon Privé London by the AMO. Representing MV Agusta’s much-anticipated entry into the world of electric bicycles, it features that unmistakable Italian flair and elegance, and is built with the same passion as the brand’s legendary motorbikes.

Warr’s was founded on Chelsea’s Kings Road in 1924 by Captain Frederick James Warr and became an official Harley-Davidson dealer that same year. Since then, it has become synonymous with the brand – which started life in 1903 in a small shed in Milwaukee, Wisconsin – and is now Europe’s oldest and biggest-selling Harley-Davidson dealership group.

The marque continues to define motorcycle culture and lifestyle, and at Salon Privé London Warr’s will be presenting the award-winning all-electric LiveWire. With instant power and no clutch to release or gears to run through, the LiveWire will accelerate from 0-60mph in three seconds, while still offering a city range of 146 miles. Seven selectable Ride Modes electronically control its performance characteristics, and there are two charging options to choose from.

It will be on display at Salon Privé London alongside other Harley-Davidson models including the PanAmerican, FatBob, Sportster and Street Glide.

British company Thornton Hundred specialises in the design and manufacture of bespoke motorcycles, and thanks to the efforts of founder Jody Millhouse, it’s one of the world’s fastest-growing custom motorcycle brands. With an ethos of ‘anything is possible’, it has built bikes for the likes of Joe Wicks, rugby stars Jack Nowell and Josh Navidi, and Gymshark founder Ben Francis, using the latest technology and engineering expertise in order to provide reliability as well as style.

Each of its machines is hand-built in its facility near London, with all the initial design work, manufacturing and assembly being carried out in-house. Thornton Hundred will be at Salon Privé London with its striking Triumph Bonneville Bobber Black, which is fitted with everything from the signature Thornton Hundred wide-wheel kit and a bespoke painted tank to a custom handmade twin side exhaust.

Indian Motorcycle and Krazy Horse proudly opened the UK’s first dedicated Indian Motorcycle Brand Experience Centre on Kensington High Street in February 2022 – and now they will be bringing it to Salon Privé London. Previously the iconic home of the Bristol Car Company, the showroom has been fully refurbished over two floors and allows a complete range of Indian motorcycles, accessories, clothing and heritage to be displayed, and all of it will be centre-stage at Royal Hospital Chelsea.

Salon Privé London promises to be London’s most exclusive automotive event, with plenty to see and do in addition to the motoring attractions. The shopping village will host luxury fashion brands including renowned British jewellery designer Boodles. Everything from Patek Philippe watches to Riva motor boats and Bell helicopters will be on offer, as will the first-class hospitality for which Salon Privé has long been renowned. Pommery Champagne will flow and London Essence cocktail bars will offer exciting cocktails from NoMad, Louie and the Donovan Bar mixologists.

To complement this, Salon Privé has partnered with renowned and innovative hospitality group JKS Restaurants to provide guests with a unique dining offering. This will include dishes from the Michelin-starred Gymkhana, Indian BBQ classics by Brigadiers, and cult Taiwanese specialists BAO. In addition, there will be plates from Fitzrovia’s The George and Chelsea’s The Cadogan Arms, providing pub fare that celebrates the best of British produce, making Salon Privé London a real foodie’s delight.

There’s also the option to enjoy a sumptuous three-course seated luncheon in The Sloane – the event’s exclusive VIP Hospitality Pavilion – while DJs will keep guests entertained into the evening. On the Thursday and Friday, Salon Privé London will be open until 9pm, allowing everyone to soak up the party atmosphere as dusk falls.

Salon Privé London is donating 20% of all Entry Ticket revenue to the Disasters Emergency Committee (DEC) via Work for Good. #StandWithUkraine


About Royal Hospital Chelsea

The Royal Hospital Chelsea was established over 300 years ago during the reign of King Charles II, whose vision for a home for veteran soldiers was brought to life by Sir Christopher Wren. King Charles II’s understanding that the country owes a debt of gratitude to its old soldiers informs the spirit of the Royal Hospital today.

The residents of the Royal Hospital, known the world over as Chelsea Pensioners, are all retired soldiers of the British Army. To this day, the Royal Hospital provides care and comradeship to veterans in recognition of their loyal service to the nation.

Located in the borough of Kensington and Chelsea in the heart of West London, the Hospital is highly accessible by road, rail and tube from throughout the capital and beyond.

Already established as a prestigious city venue through long-term associations with the likes of RHS Chelsea Flower Show and Masterpiece Art Fair, the Royal Hospital Chelsea was a natural choice for Salon Privé London and a suitable counterpart to the September venue, Blenheim Palace.

Media Contact

Rebecca Leppard, Eventageous PR Ltd

Tel: 01452 260063/07749 852481, Email:

Matt Sanger

Tel: 07753 687073, Email:

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