Vikings Voyage: An Immersive, Multi-Generational Fan Experience at U.S. Bank Stadium
The Challenge: With a legacy dating to 1961, the Minnesota Vikings had amassed an extensive collection of memorabilia and unforgettable moments but lacked a modern, dedicated venue to share them with new generations of fans. The task was to create an engaging, story-driven environment that would resonate equally with a 10-year-old discovering the team for the first time and a 70-year-old reliving decades of memories, all within a space that felt immersive, social-media friendly and blended artifacts with interactive technology.
Location
Minneapolis, MinnesotaPartners
SRA ArchitectsRecognition
2019 Digital Signage Expo, Apex AwardCrafting the Solution: DI partnered with SRA Architects to create the Vikings Voyage fan experience inside U.S. Bank Stadium—a 14,000-square-foot museum environment organized into 18 distinct, story-focused activation zones. The museum centers on storytelling, combining physical artifacts and displays with tactile, audio- and video-responsive interactives that bring history to life. Visually striking moments such as the “Frozen in Time” exhibit—where jerseys and trophies from players with retired numbers appear within sculpted, ice-like columns—anchor the experience, while social prompts like the Gatorade wall invite visitors of all ages to capture and share their visit using #VikingsMemories. The result is a cohesive, multi-generational journey that celebrates the franchise’s past and creates fresh, memorable moments for every fan who walks through the doors.
"We came to DI to help us develop how this could be a mix of your traditional hall of fame experience—something that’s got the artifacts and memorabilia, but also something that can be fun and interactive for fans of all ages."
-- Jenny Haag, Minnesota Vikings
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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
Lyndee Trost
Executive Creative Director
As a Creative Director, Lyndee brings over 20 years experience to the DI design team. With a background in print design, she understands the importance of composition and hierarchy to tell a visually impactful story. Lyndee is detail... more about Lyndee Trost