INDIANAPOLIS MOTOR SPEEDWAY MUSEUM - ROADSTERS 2 RECORDS EXHIBIT
In 2022, Absorb. was thrilled to help develop, design, direct and implement the ROADSTERS 2 RECORDS exhibit for the Indianapolis Motor Speedway Museum. The exhibit focuses on numerous technological advancements in auto racing from 1960-1972, particularly the transition from front-engine cars to rear-engine cars being standard models on the track. These revolutionary changes laid much of the groundwork for IndyCar racing as we know it today, changes which are exemplified at The Indianapolis 500 annual race, the largest single-day sporting event in the world.
With production development beginning in 2020, Absorb. collaborated closely with Citizenry Press and the IMS on the exhibit’s narrative, making sure that the story was clearly conveyed, accurate, and exciting for audiences. The vision was not only to inform fans, but to transport them into the electrifying feeling of the time period. Absorb. handled creative direction, design, print and installation work on the exhibit.
To accomplish visual transportation into the story, we created a hybrid creative system comprised of counter-culture artistic styles from that time period: pop art, punk rock, and bold typeface. Using massive collages, we juxtaposed these styles with photographs, film stills, and artifact scans from the vast IMS archive of materials, and the result is a historically accurate visual and feeling of the era with a decidedly modern twist. Date-specific cars were carefully selected to interact with the large art pieces, and chronological storytelling was accomplished by conducting audience flow through the exhibit.
In the exhibit, the risk-taking spirit of racing is correlated to multiple cultural invasions that were occurring simultaneously in the 1960’s and 1970’s, culminating in a colorful, vibrant, and informative experience highlighting one of the most innovative periods in sporting history.
ROADSTERS 2 RECORDS runs through autumn 2022 at the Indianapolis Motor Speedway Museum.
With production development beginning in 2020, Absorb. collaborated closely with Citizenry Press and the IMS on the exhibit’s narrative, making sure that the story was clearly conveyed, accurate, and exciting for audiences. The vision was not only to inform fans, but to transport them into the electrifying feeling of the time period. Absorb. handled creative direction, design, print and installation work on the exhibit.
To accomplish visual transportation into the story, we created a hybrid creative system comprised of counter-culture artistic styles from that time period: pop art, punk rock, and bold typeface. Using massive collages, we juxtaposed these styles with photographs, film stills, and artifact scans from the vast IMS archive of materials, and the result is a historically accurate visual and feeling of the era with a decidedly modern twist. Date-specific cars were carefully selected to interact with the large art pieces, and chronological storytelling was accomplished by conducting audience flow through the exhibit.
In the exhibit, the risk-taking spirit of racing is correlated to multiple cultural invasions that were occurring simultaneously in the 1960’s and 1970’s, culminating in a colorful, vibrant, and informative experience highlighting one of the most innovative periods in sporting history.
ROADSTERS 2 RECORDS runs through autumn 2022 at the Indianapolis Motor Speedway Museum.
DESIGN
LOGO
TYPOGRAPHY
EXPERIENCE DESIGN
PRODUCER: JARED SPARKMAN.
PROJECT CURATOR: LAUREN SPARKMAN AT CITIZENRY PRESS.
CURATOR OF AUTOMOBILES:JASON VANSICKLE AT INDIANAPOLIS SPEEDWAY MUSEUM.
DESIGN: SAM KAUFMAN.
PROJECT ASSISTANT: BRIANNA ARAGON.