Dimensional Innovations scores with massive Target Center design overhaul

Amid the hustle of a Minnesota Timberwolves game, fans peer through a glass floor at passersby in a lobby below. Looking up, a giant, neon-colored basketball sculpture looms overhead. It’s a moment created for curiosity and connection — designed by Overland Park’s Dimensional Innovations.

Extending through multiple floors of the four-story Target Center in Minneapolis, the eye-catching ball-and-net visual element is a key component of a $145 million overhaul of the nearly 30-year-old sports and concert venue.

“The ball and the net were born from many different sculptural ideas, but really we were trying to distill basketball to its essence,” said Rick Smith, executive creative director for Dimensional Innovations. “The shape of the ball is a stylized representation of the black rubber lines on a basketball.”

While DI worked with a $2.9 million budget for experiential graphics on the project, the Kansas company’s scope also included interior and exterior signage, wayfinding and branding activations.

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