Indianapolis Motor Speedway Museum

The Indianapolis Motor Speedway Museum—nestled within the iconic IMS oval—faced a growing challenge: telling the world’s greatest racing story in a space that no longer matched its prestige or potential. With a bold vision to create a more immersive, engaging, and internationally recognized destination, the Museum sought to transform its aging facility into a dynamic experience that captivates both die-hard fans and first-time visitors. Schmidt Associates partnered with the Museum team—alongside exhibit designer JRA and design-builder Shiel Sexton—to reimagine the entire visitor experience, reshaping circulation, enhancing exhibit flexibility, and modernizing behind-the-scenes operations to support world-class storytelling.

Every detail of the renovation was designed to amplify the emotional and historical power of the IMS legacy while supporting the Museum’s educational mission and long-term sustainability. The result is a high-impact, highly functional space that balances cutting-edge technology with timeless reverence. From the soaring new central atrium that sets the tone for discovery to the thoughtfully choreographed exhibit flow, guests are drawn into an experience that feels both fresh and familiar—an inspiring tribute to speed, spirit, and the enduring magic of Indy.

Like what we did? Let’s Talk!