A new era is taking the green flag at the Indianapolis Motor Speedway Museum. For nearly 50 years, this iconic destination has been the ultimate pit stop for racing enthusiasts—a place where speed, engineering, and legacy come to life. But even the most iconic institutions need a tune-up.

As part of a collaborative team with Schmidt Associates, RWS Global (formerly JRA), and Shiel Sexton, the museum was reengineered to enhance the visitor experience while preserving its storied past—ensuring it remains a world-class destination for generations to come.

CEO and Principal-in-Charge Sarah Hempstead emphasized the deeper responsibility behind the project:

“One of the things that we strive to do as a design firm is preserve, protect, and build upon the assets of this community. The Indianapolis Motor Speedway is the front door for visitors to Indianapolis from around the world. We were honored for the chance to help bring the story of the Indianapolis 500 to life.”

Sarah Hempstead, CEO and Principal-in-ChargE

A Design Rooted in Racing Culture

Revitalizing the IMS Museum was about more than aesthetics—it was about creating an immersive experience that celebrates the spirit of racing.

Liam Keesling, senior interior designer, worked closely with exhibit designers from RWS Global to establish the museum’s flexible framework. The team developed a “white box”—an intentional design approach that allowed exhibit specialists to bring their vision to life without pre-imposed constraints.

“But this wasn’t just painting the walls white,” Keesling said. “It was about selecting the right materials, shaping the built environment, and ensuring everything flowed seamlessly with the visitor experience.”

Subtle elements—flooring that mimics tire burnouts, soft architectural curves, and a sleek black-and-white palette—embedded racing DNA into the space while maintaining durability for more than 140,000 annual visitors.

Perfecting the Entry Experience

Design Landscape Architect Craig Flandermeyer led the effort to reimagine the museum’s arrival sequence—enhancing visitor flow, reconfiguring the front steps, and relocating key sculptural elements to create a more precise and welcoming experience for every guest.

“Much like racing, where the cars are so finely tuned, we wanted to guide our team to make everything as clean, simple, and elegant as possible.”

CRAIG FLANDERMEYER, DESIGN LANDSCAPE ARCHITECT

The result honors the Speedway’s legacy while creating a refreshed, vibrant experience from the moment guests arrive.

Engineering a Museum Built to Last

Protecting Priceless Assets Through Environmental Innovation

Environmental protection for the museum’s priceless collection was a top priority. Schmidt Associates’ engineering team designed new HVAC systems to precisely control temperature, humidity, and lighting, safeguarding the historic automobiles and artifacts for future generations.

As Roger Penske, owner of the Indianapolis Motor Speedway, said: “When you have the artifacts we have and to be able to show them off in this particular environment is amazing.”

Expanding the Experience Without Expanding the Footprint

One of the museum’s most striking new features is its mezzanine level, offering visitors a unique aerial view of historic race cars and the iconic Borg-Warner Trophy. Integrating this new level into the existing structure required significant engineering innovation—and was critical to expanding the museum’s exhibit space.

Rather than enlarging the building, Schmidt Associates found creative ways to grow within the existing envelope. The team renovated previously inaccessible areas, including a full basement, and tucked a carefully designed mezzanine under the original roof structure—substantially increasing usable space without altering the historic exterior.

Brandon Fox, senior project architect, led the effort to make the mezzanine a reality. Early designs had envisioned a second level, but closer inspection revealed that the original trusses posed a major obstacle.

“We quickly realized the existing trusses would interfere with creating the mezzanine space we needed. Rather than force it, we made the bold decision to remove the original trusses entirely and introduce a new structural system to support the roof.”

Brandon Fox, senior project architect

This innovative solution expanded space while strengthening the connection to the Speedway itself. An opening in the mezzanine, overlooking the gallery space below, was shaped to mirror the proportions of the Indianapolis Motor Speedway’s famous oval—subtly reinforcing the museum’s strong connection to racing heritage.

Pride in a Landmark Opportunity

For Schmidt Associates, transforming the Indianapolis Motor Speedway Museum was a meaningful and memorable endeavor.

Marketing Coordinator Jeremiah Williams, a lifelong Speedway fan who helped lead the proposal effort, reflected on the privilege of contributing:

“I’ve sat in the stands, I’ve walked the grounds—and now I’ve helped influence its future,” Williams said. “This renovation isn’t about changing the spirit of the Speedway. It’s about enhancing the experience, bringing it forward, and ensuring it’s ready for the future while staying true to its roots.”

That sense of purpose resonated across the entire project team. Through thoughtful design, engineering, and collaboration, Schmidt Associates worked to ensure every visitor has a meaningful experience—whether they are seasoned racing fans or first-time guests.

“This was an incredibly complex project, but our entire team rose to the challenge. From engineering to design to on-site coordination, it took deep collaboration and focus to bring the museum’s vision to life. It’s a privilege to have helped shape a space that will inspire visitors for generations.”

Kevin Shelley, project manager

Taking the Checkered Flag: A Museum Built for the Future

The Indianapolis Motor Speedway Museum has always been where racing’s past meets its future—and now, it’s equipped to go the distance. As the museum reopens its doors, it stands as a testament to what thoughtful design, engineering ingenuity, and deep respect for history can achieve. Key enhancements include:

• Expanded Exhibit Space: Added a mezzanine and reopened basement areas, maximizing square footage without altering the exterior.
• Preservation Strategies: Installed new HVAC systems to ensure long-term protection of historic vehicles and memorabilia.
• Improved Visitor Flow: Redesigned the entry experience and interior circulation for a smoother, more intuitive journey.
• Design Rooted in Racing Culture: Used materials and spatial elements that subtly reflect the spirit of IndyCar and racing heritage.
• Engineering Ingenuity: Replaced original roof trusses with a new structural system to support enhancements while preserving historic integrity.

“At Schmidt Associates, we are so fortunate to do projects that make a difference to the community, that make a difference to our clients. This project was especially meaningful—to be trusted with a rare and transformative renovation at a place known around the world. It’s something we’ll carry with us throughout our careers.”

CEO Sarah Hempstead

We’re honored to have played a role in shaping a world-class destination that reflects the Speedway’s heritage and inspires generations to come.