Infinite Scale found working with the Vikings particularly gratifying. Yes, the design challenges were complex, the construction timeline was compressed, and the collaboration and approval processes were multi-layered. But that's the norm in almost all Infinite Scale's projects. The firm's sharp focus on sports resulted in executed designs that are appreciated by the Vikings, their brand partners and fans alike.
Infinite Scale's U.S. Bank Stadium work is distinguished for a number of reasons. For one thing, this stadium is dedicated to public of the region, who partially funded its construction, with the Vikings its primary tenant and major funding source. While the stadium is designed for multiple uses, the Vikings enlisted Infinite Scale to create a decidedly home field advantage through rich Vikings branding and storylines. Here, the Viking's story could be richly interpreted in the designs and the Vikings have a great story to tell.
Infinite Scale is proud to have had some role in defining that experience and in how those core values manifest to the fans. Baehr says it was a great multi-faceted project for Infinite Scale. Brought to the table for their partner integration expertise, they also designed most of the Vikings brandings: things like the Ring of Honor (retired players), game day player banners and more. Their experience with new venues let them play an additional role in facilitating coordination on aspects of the construction that hadn't been thought about. "Conceptually," says Zack Norman, "The design process starts by understanding the building and how people will move through it, where and how things will be attached, and whether they will be permanently fixed or temporary." The designers look at architectural plans, colors, finishes, lighting, site lines, touch points, and then locate all potentially competing wayfinding and concession signage, sprinklers, speakers, antennas, conduits, IPTV systems and other elements to understand how they'll coexist in the stadium and if they will compete. In the U.S. Bank Stadium, there is also $4-$6 million worth of art installations to consider. "We brought something different and special to this project and, while it is part of the business, that layer doesn't usually hit the project description as a discussion point."
For instance, Vikings team history was integrated into many graphic touch points around the stadium, such as team and legacy banners throughout the concourse and a Vikings historical timeline. Infinite Scale's work with the partners assured that unique spaces like a Polaris Indian Motorcycle experience and Ecolab Gate combined their own brand with the Vikings brand in a meaningful way that showcase their brand while also enhancing the Viking fan experience.
|A Spectrum of Infinite Scale|
|Studio album by Man or Astro-man?|
|Genre||Electronic music/Experimental music|
|Label||Touch and Go Records|
|Man or Astro-man? chronology|