Designing a premier racing legacy experience
When Team Penske envisioned their new gallery at the Indianapolis Motor Speedway Museum, they needed more than a display—they demanded an experience that could honor 73 years of racing achievement and engage visitors like never before.
The Challenge:
How do you transform decades of motorsport history into an interactive experience worthy of the Penske legacy? The technical restrictions were formidable: 10 interconnected monitors across five zones, each zone running on separate computers, yet appearing as one unified experience. Team Penske’s story spans from Roger Penske’s first Indianapolis visit in 1951 to their record 20th Indy 500 victory in 2024—and every pixel had to align precisely across independent systems.
Primary Deliverables:
Interactive Video Wall Design at Indianapolis Motor Speedway Museum:
10 screens, 5 zones, Figma prototype delivery for Unity development by Balance (Studios)
Created in partnership
with Balance Studios
+ Website:
The UX Solution: We designed an uninterrupted, multi-zone experience that cuts through technical complexity to deliver unified storytelling. The main challenge: ensure perfect visual continuity across five separate computers while preventing content from cropping or bleeding between zones.
+Our Approach
- Unified Visual Architecture: Designed systematic layouts that maintain perfect alignment across all ten screens regardless of independent system operation
- Zone-Conscious Navigation: Built user flows that encourage exploration while respecting technical boundaries between computer systems
- Bulletproof Content Framework: Established rigid design constraints assuring no visual elements could break across zone divisions
- Comprehensive Prototyping: Delivered a complete year of timeline content in a working Figma prototype, enabling full client visualization before development
+ Technical Excellence
The centerpiece: exclusive “Captain’s Comments”—never-before-released audio and video of Roger Penske discussing each Indianapolis 500 victory. We structured the content to reveal racing’s human side alongside technical achievements, all while maintaining perfect harmonization across multiple systems.
+ The Impact
Opening April 2025, this interactive retrospective transforms static racing history into a living legacy. Visitors don’t just learn about Team Penske—they step inside the story and discover the moments and decisions that built a dynasty.
The experience ensures Team Penske’s remarkable history commands attention across every screen, every zone, every moment—unified and flawless.