Sponsorship Activation

Axalta Coating Systems, a founding partner for Daytona International Speedway, worked with Dimensional Innovations to bring their brand to life in the center injector entrance named, “The Color of Speed.” This injector is one of five entrances that lead fans to a series of escalators and elevators, transporting them to different concourse levels. The 32,000 square foot space, as well as the four concourse levels, attract fans through strong visuals and photo opportunities. The design accomplished Axalta’s goals for the space and conveys their brand message in a unique and visually stunning way. Axalta takes pride in its fast-drying products, and the theme of “speed” helps motorsport fans make the connection.

…the Hy-Vee Hot Zone is a memorable experience because of some of the elements that were implemented for the first time; such as the use of the fire in the stage and signage, the Airstream, and the heavy use of technology in the space.

Daniel Willrich, AIA, Asst. Director, Store Architecture Hy-Vee, inc

Axalta Coating Systems North American Motorsports Director,  William Sturgill said, “We are a color company; that is primarily what we sell — color, brilliance and durability. So really it was, ‘How do we connect those dots with the people that are going to be coming to the races at Daytona?’ With racing, it’s all about speed. So when you watch a movie — and I get this from ‘Fast and the Furious’ — when they hit the nitro button and they take off and the colors just kind of blur, that’s what you think of when you say the color of speed. What does it look like going by a building really fast and having all of these colors really intertwined? That’s going to connect what we are and what we do to the people that are going to be there.”