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Durham Bulls
reserving Durham's legacy and success with integrated
storytelling and a bit of Hollywood magic.
Like all great underdog stories, the tale of the Durham Bulls is one of humble beginnings, relentless determination and inspiring growth. After the landmark expansion of its downtown stadium, the organization called upon DI for the next step of its ascension- revitalizing the club’s public and private areas. Our team stepped up to the plate, creating a modern space for the players and chronicling the Bulls’ storybook past with a unique and compelling fan experience.
Minor League Baseball has always held a special place in the Raleigh-Durham community, which was intensified after the 1988 release of the film Bull Durham. The movie sparked an organizational movement and expansion, which led to the opening of Durham’s downtown stadium (Durham Bulls Athletic Park) in 1995. Fast-forward 28 years, the still-beloved ballpark was in need of an upgrade. DI was tasked with the design, fabrication, and installation of the stadium’s central exhibit – a space that celebrates both the history of the club and the impact of the “Bull Durham” movie. The “History Hallway” accomplishes this goal with two interactive touchscreens, memorabilia displays, trophy cases and the organization’s Hall of Fame. The space brings fans together, building a sense of pride while educating viewers on the Bulls’ fabled past.
While an engaged fan base is an important player in any club’s lineup, it's the athletes, coaches, and administration who make these experiences possible. As such, DI was tasked with modernizing the facilities’ locker rooms, offices and conference rooms. Consistent branding, which was accomplished through the use of visual and textual content, creates a storied and memorable experience. An instantly recognizable “Bunch of Lollygaggers” graphic marks the entrance to the locker rooms, a daily reminder of the unique history associated with the team.
The final result elevates the Durham Bulls to a new standard in Minor League Baseball, matching the team’s on-field success with a cohesive facility designed for fan engagement off the diamond. How’s that for respecting the streak?
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Justin Wood
Principal / Sports + Higher Education Practice Director
With over 20 years of experience communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of expertise to Dimensional Innovations. As the Sports and Higher Education Practice Director,... more about Justin Wood
Rick Smith
VP/ECD Experiential Design
A truly versatile designer, manager and creative leader, Rick Smith brings more than 20 years experience to DI. Rick inspires excellence in DI’s creative team, crafting fully integrated designs and rich experiences with end users in... more about Rick Smith
