HMS Museum

Concord, NC
30,000 sqft

When Dale Earnhardt Jr. signed with Hendrick Motorsports, the first order of business was to expand the existing HMS Museum & Gift Shop to accommodate the massive amounts of Dale Jr. merchandise and trophies. The entire museum was re-planned to allow for more display & merchandise space by consolidating different eras and drivers into smaller "fan zones". This arrangement was a vast improvement over the previously meandering and random plan. The exterior of the building also received an entire face-lift, including new graphics and glass storefront. New interior lighting, flooring and flexible display fixtures have brought an entirely new look to the facility and bridges the past with the future of Hendrick Motorsports.