IndyCar needed a distinctive bar environment that honored racing culture while bringing energy to downtime between races. We created the Roadhouse Saloon at Laguna Seca — a fully immersive, story-driven bar inspired by classic American road culture.

From salvaged license plates and a crashed Fiat embedded into the wall to a working jukebox and live music between race sessions, every detail reinforced the narrative. The space functioned as both a social hub and a viewing lounge, giving fans a place to gather, drink, and stay engaged throughout the event — a destination that extended fan engagement beyond track time.

Role: Experiential Design & Build Lead