Turning Brand Legacy Into an Interactive Experience
Challenge: American Century Investments wanted its headquarters to do more than make a strong first impression. The goal was to create a space that could share the firm’s story in a way that felt modern and connected to its purpose.
That meant bringing together the company’s history, culture and philanthropic mission, including its unique ownership structure that supports the Stowers Institute for Medical Research. The experience needed to feel sophisticated without being static, giving visitors and employees ways to engage with the brand beyond a traditional lobby or timeline wall.
Year
2023Location
Kansas City, MissouriPartners
HOK ArchitectsRecognition
Finalist — Digiday Content Marketing AwardsSolution: DI created a layered experiential environment that uses augmented reality, sculptural design, kinetic LED content and generative art to tell the American Century Investments story in a fresh, engaging way.
Working closely with HOK Architects, DI developed a cohesive system of physical and digital touchpoints that guide visitors through the firm’s history, culture and philanthropic mission. More than 25 AR-enabled moments invite guests to explore content at their own pace, transforming the lobby into a self-guided storytelling experience that feels both personal and easy to navigate.
"It gives you the opportunity to be surprised to learn something.”
– Michelle Lehrman, Vice President, Corporate and General Services
STORYTELLING THROUGH ART
At the heart of the space, the 15-foot Cultivation Wall serves as a statement centerpiece. Through kinetic LED content, the installation celebrates employees, community stories and the values that define American Century Investments. Positioned just beyond the glass entry, the wall blends dimensional form with digital motion, creating a powerful expression of the people and purpose behind the organization.
HISTORY BEYOND A TIMELINE WALL
Throughout the lobby, sculptural column insets create moments of discovery. As visitors move through the space, the insets gently illuminate and reveal opportunities to scan and explore deeper layers of content. These AR-enabled stories highlight the firm’s history, culture, founders and brand legacy, allowing the narrative to unfold naturally instead of relying on a single timeline wall.
Stowers Legacy Installation
The Stowers Art Wall adds another meaningful layer to the experience. Featuring an engraved illustration of the Stowers Institute for Medical Research, the installation highlights the world-class biomedical research organization that serves as the controlling owner of American Century Investments. Embedded brass icons give visitors a way to explore stories about the Institute’s mission, founders James and Virginia Stowers and the firm’s long-standing commitment to funding breakthrough scientific discovery.
Brand Moments + Sculpture
Additional brand moments carry the story throughout the headquarters, including dimensional quote walls, an awards display and a sculptural installation honoring founder James Stowers Jr. The mirrored sculpture features 34 rows of reflective elements that shift with light and movement, creating a cascading form that symbolizes Stowers’ enduring belief in community impact and human connection.
Together, these elements create a headquarters experience rooted in warmth, trust and purpose. By blending art, technology and architectural expression, the space brings the American Century Investments story to life in a way that resonates with longtime employees, welcomes visitors and connects with the next generation of talent.
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