Even an icon like NASCAR needs to build its brand. Looking to re-energize their existing supporters and engage a new generation of fans, NASCAR is launching a new Digital Media division. This group is all about fast collaborative communication, pushing real time information around the clock. With extremely simple and effective lighting, the space employs the “no material” strategy whenever possible, for a raw, rough, garage like atmosphere with the sharp contrasts of hi-tech zones. The workplace is organized around a single circulation path – a polished concrete “race track” that rings the core. The environment resembles the sport itself: fun, fast, exciting and passionate.