Minnesota Vikings Voyage

Vikings Voyage: An Immersive, Multi-Generational Fan Experience at U.S. Bank Stadium

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.

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.