NASCAR Hall of Fame
Charlotte, North Carolina
The NASCAR Hall of Fame is an interactive, entertainment-filled attraction designed as a shrine to the history and heritage of this uniquely American motorsport. It is part of a mixed-use development on a five-acre site that encompasses an office tower and an expansion of the Charlotte Convention Center.
RAA was commissioned to bring the sport to life by immersing visitors in the sport’s spectacle, while also unpacking its parts. Across 86,000 square feet of experiences, visitors learn about its complex science, intense teamwork, technical innovation, and the personalities who have made their presence felt since NASCAR’s founding. The experience comprises 50 hands-on stations, NASCAR artifacts, and historic stock-car exhibits.
Upon entering, guests receive a smart ticket that tracks their performance as they engage with interactives throughout the facility. Visitors can practice working at a pit stop, call a race, or take the wheel of a racecar, and compete in a full-immersion track experience. The Heritage Speedway takes visitors from early auto racing to the present day. The NASCAR racecar’s design, safety, technology, and science are featured.
A 275-seat HD theater recounts NASCAR’s story. The Hall of Honor pays tribute to racing legends, while 18 historic race cars follow the visitor up the Glory Road.
Size Hall of Fame: 150,000 square feet; Exhibition: 40,000 square feet
Architect Pei Cobb Freed & Partners
Audio-Visual IntegrationElectrosonic, Inc
Interactive MediaUnified Field
AwardsArchitect Magazine, Pro AV Spotlight Award: Winner, Best Museum AV ProjectCreativity International Award: Honorable Mention, Environmental GraphicsEvent Marketer, Event Design Award: Silver, Best Museum Environment
Photography © Sean Busher