Indianapolis Motor Speedway

Opportunity

The Indianapolis Motor Speedway was about to celebrate the 100th running of “The Greatest Spectacle in Racing,” so Project 100 was born. Its goal was to actively engage fans as they attended a month of 500-related events.  Elements were designed and installed to inform fans on the Speedway grounds, highlighting new facility upgrades while maintaining the rich tradition of the Indianapolis 500.

Solution

The complete project entailed updated seating and suites, concessions, exterior road mapping, and more. Section 127 was brought in to perform a complete wayfinding study, and design an inspiring solution that celebrated 100 years of racing history, including the construction of an awe-inspiring new Turn 1 entrance.

Based on the results of our comprehensive study, we established a design family and hierarchy of components (terminology, language typography, and ADA standards). This was used as a guide as we created and installed clean, functional wayfinding and exterior signage throughout the facility, resulting in a unique visitor experience in one of the world’s most extraordinary venues.