Daytona Motor Speedway

Design / Experience

This Injector (the term used for the five public entrances to Daytona Motor Speedway) named “The Color of Speed” leads fans to a series of escalators and elevators, transporting them to different concourse levels. The 32,000 square foot space attracts fans through strong visuals and photo opportunities. The design accomplished Axalta Coating Systems’ goals as the sponsor for the space and conveys their brand message in a unique and visually stunning way. 

Axalta Coating Systems’ North American Motorsports Director, William Sturgill said, “We are a color company; that is primarily what we sell color, brilliance and durability. With racing, it’s all about speed. So when you watch a movie — and I get this from ‘Fast and the Furious’ — when they hit the nitro button and they take off and the colors just kind of blur, that’s what you think of when you say the color of speed. What does it look like going by a building really fast and having all of these colors really intertwined? That’s going to connect what we are and what we do to the people that are going to be there.”