Daytona International Speedway

Axalta Coating Systems, a founding partner for Daytona International Speedway, worked with Dimensional Innovations to bring their brand to life in the center injector entrance, named “The Color of Speed.” This injector is one of five entrances that lead fans to a series of escalators and elevators, transporting them to different concourse levels.

The 32,000-square-foot space, as well as the four concourse levels, attract fans through strong visuals and photo opportunities. The design accomplished Axalta’s goals for the space, and conveys their brand message in a unique and visually stunning way. 

Axalta takes pride in its fast-drying products, and the theme of “speed” helps motorsport fans make the connection.