It makes life much easier if not only you do what you love but also if you go to work to a place custom made to feel like a living place, an extension of your home where you can surround yourself with your preferred personal pieces of furniture, objects, books, etc. On the second floor of Roland Sands Design’s new building in Los Alamitos, CA Roland Sands occupies a vast office space with tall windows overlooking his workshop and where working desk, meeting/lunching/dining table and entertainment/music/video production areas all fit within the same walls. .
Roland was only 5 years old when parents Perry & Nancy Sands founded Performance Machine and introduced him to the world of two wheels. Becoming a professional racer competing during 10 years in the AMA Championship, then getting involved in motorcycle parts design and bike building first for PM, then for his own company RSD, at the age of 38 (in August) Roland has already accumulated tons of motorcycle memories and of course many souvenirs, a selection of them being displayed in his office/living space.
Because design and production of the RSD motorcycle accessory line is at the core of his business, Roland’s big wood and aluminum desk is both his sketch table and digital computer drawing platform. His part, bike and clothing sketches are hung on a wall front of him to see how they endure the test of time.
Roland is among those (not a majority in this business) who understands that a strong brand is invaluable as the battle for customers intensifies. With the help of Summer Sands Hoover, he spends more time than most in the industry researching, defining, and managing his own RSD brand image. So, it was no surprise for me (Adman in another life) to notice that on a wood shelf behind him, most of his inspirational books are related to art and to successful communication, about artists like James Rosenquist or dedicated to the celebration of The Best Of American Advertising.
Roland loves to show his work in Short Films and I agree with him that they are a great and quick platform to broadcast on social medias a new idea, product or bike to the world. As he states “Our unique perspective starts with a wrench and a camera and ends behind a pair of handlebars.” Logically in a corner of his office there is some digital equipment, a turntable and DJ Mixer, both for his own pleasure and research of special musical effects to illustrate his Shorts. Roland a master of cross-fading? From this location, at any time he can overlook his bikes in progress, making sure they are as aggressive and pretty seen from the top that they are at street level. Roland Sands Design.