Chandler Design Takes on TCO Performance Center
The Chandler Design Team recently participated in a local SEGD event touring the new home of the Minnesota Vikings, the TCO Performance Center. There the design team was afforded a guided tour of both the Vikings museum and corporate offices, typically closed to the public, which was narrated by the Project Manager who spearheaded the TCO project. This was a fascinating opportunity for the team to get an insider look into this vast venture while gaining valuable takeaways.
Experiential Design Meets Brand Reinforcement
While touring the TCO Performance Center, prominent design strategies were apparent: know your audience (in this case, know your fans) and create an experience centered around their relationship with the brand. As the team worked their way through the various museum points, they engaged with exhibits and received detailed accounts of the planning, design, and construction for the TCO campus. The strategy behind acquiring memorabilia, integrating technological exhibits, and more spoke to TCO’s mission to engage with fans of varying backgrounds.
The design team then made their way through the Vikings corporate offices where a strong theme of subtle yet, compelling branding was noted throughout the space. Visitors are welcomed by a wooden ceiling fixture made to look like the bow of a Viking ship, a fitting nod to the Vikings brand. It was apparent that the team designing for the TCO campus took every opportunity to reinforce the Vikings brand. Whether it was through incorporating their mission statement into wall art, selecting exceptional commissioned pieces, or implementing themed architecture, the TCO campus was an inspiring design feat.
Why Tour New Builds + Evaluate Design?
More compelling than the contemporary designs however, is the very reason why the Chandler team attends community events: to learn from colleagues so we may better serve our clients with innovative new ideas and creative problem solving techniques as well as to gain new design inspiration.
Tips for Designers in Planning for your Audience
Spoken by Chandler’s Design Manger, James, here are three takeaways from the TCO tour:
- Consider the different groups you’re designing for and how those different groups may experience the project differently- The TCO Performance Center Project Manager spoke to the fact that different age groups experience the museum differently; more senior visitors have memories elicited, where younger crowds enjoys more of the technology integration.
- Put the brand at the forefront of the project + reinforce it often– The Vikings corporate side highlighted this: through every hallway and office they reinforced the brand via their purpose and mission statements, commissioned artwork, ques in the architecture that mimicked the brand, and more.
- Community is key– Get to know your local industry professionals so you can share ideas and experiences to better serve your clients.
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