The Target Center renovation Design Group has selected Dimensional Innovations to provide experiential branding, theming and wayfinding for the renovation of Target Center. The Kansas City based firm won the project after an extensive review that included design firms from around the country.
Dimensional Innovations has become known for creating iconic experiences at sports venues, museums, entertainment facilities and corporate settings across the globe. The firm will collaborate with renovation partners to bring to life a world-class experience that will keep Target Center buzzing year-round.
“Throughout this renovation process, we have been focused on finding ways improve to the visitor experience at Target Center. DI will help us accomplish this by creating iconic features that provide unique moments and experiences for fans,” said Ted Johnson, Chief Marketing Officer and Senior Vice President of Marketing for the Timberwolves and Lynx. “We are impressed with the work DI has completed in venues across the country and look forward to working with them on this project.”
“Target Center represents an incredible opportunity in the sports marketplace to tell a unique story,” says Justin Wood, Sports Practice Director at DI. “We have a lot to work with here – the brands of the Timberwolves and Lynx, the global brands of the leagues, the unique architectural vision, plus a great sense of place in downtown Minneapolis – we have a lot of assets to leverage in building a one-of-a-kind fan experience.”
Target Center is a City-owned community asset that has been heavily used for 23 years. Target Center will undergo a $97 million renovation to restore the building’s competitiveness and visitor experience into the future. At one-fifth the cost of a replacement facility, the renovation will include additional gathering spaces, clubs, a focus on traffic flow, improved guest amenities and preservation of recent investments.
“In sports today, it’s an arms race, but that doesn’t always mean you have to tear down a building and start over” says Brett Posten, Chief Branding Officer at DI, “There’s a great plan and vision for Target Center and we’re excited to get started.”
DI joins the renovation team, which includes the City of Minneapolis, AEG Facilities, the Minnesota Timberwolves, Minnesota Lynx; architecture firms, Architectural Alliance and Sink Combs Dethlefs, as well as Mortenson Construction.
For more news and updates on the Target Center Revovation follow TC RENOVATION ON TWITTER.