THE
Challenge

Having a clear identity is crucial to a great fan experience. And as the home to Minnesota’s major league sports teams and host to some of the world’s biggest stars, the Target Center knew they needed to make a change to stay relevant in a crowded field of great venues. With the smallest footprint in the NBA and 6th busiest building in the nation, the team decided it was time to partner with Dimensional Innovations to give their 90’s throwback arena an incredible refresh.

Technology +
Innovation

Situated in the heart of downtown Minneapolis, the Target Center hosts millions of people every year and continues to draw more as the city becomes a top destination.

Taking into account the many sports and non-sports related events that take place in the arena, DI’s design team made sure to use a mix of brand colors, ongoing wayfinding elements, and recognizable “Target Center” features to guide the renovation. For redesign inspiration, DI tapped into the city’s rich history, people, and community. With a variety of storytelling features, guests are invited to stay awhile and explore everything Target Center has to offer, including the centerpiece of the project: a two-story ball and net installation, which fans first interact with as they near the entrance and again inside.

In addition, the renovation team paid homage to the city’s uniqueness by dedicating club spaces to regional icons and neighborhoods. Every visitor’s experience can now be a remarkable one, with wayfinding elements playing a major role in the update of front-of-house and behind the scenes areas. By enhancing player areas with custom portals, lighting, and graphics, Target Center has remained a destination NBA and WNBA teams all look forward to visiting.

THE
RESULTS

Tasked with renovating the space from top to bottom, DI used their $145 million budget to transform Target Center into a visitor final destination – not just a stop along the way. From social-approved “wow” moments to integrated technology, sponsorship activations, concession branding and additional interior branding, Target Center takes the fan experience to a whole new level.

This one-year project was a joint venture between the Minnesota Timberwolves and Lynx, the City of Minneapolis, and AEG Facilities. Renovations were made of a team of experts from Tegra Group, Mortenson Construction, Alliance, Perkins+Will and Dimensional Innovations.

Let’s Chat

To learn more about our work, please email
Justin Wood at jwood@dimin.com.