Michael Waltrip Racing was converting an empty 140,000-square-foot space near Charlotte, NC, into an experience where NASCAR fans can learn what goes into fielding the world’s fastest stock cars. Raceworld USA is an important cornerstone for Michael Waltrip Racing, who wanted to elevate their brand by creating a museum that included a combination of hands-on and digital interactives and custom media.

Based on our research, an in-depth study of the raw space, and consultation with the architects, Downstream planned an experience that includes a branded grand entry lobby with drivers’ displays that use large projection screens and more than 20 videos uncovering all aspects of racing. Throughout the space, interactive displays allow visitors to discover the roles of all the crew and staff.

The highlight for many visitors to Raceworld USA is “The Race to the Green Flag.” Downstream’s team wrote, shot, produced, and edited the video, which portrays all the heart-pumping excitement of what goes on even before the race begins.