Executive Summary
Executive Summary – Project FX-17: The LEGO® Pagoda at the Indianapolis Motor Speedway Museum
Project FX-17 is a one-of-a-kind premium fan engagement experience—a custom-built LEGO® replica of the iconic Pagoda at the Indianapolis Motor Speedway, created through a collaboration between Brixilated, 555 International, Legends Global Merchandise, and IMS leadership. Installed in March 2025 to coincide with the reopening of the IMS Museum and the start of the race season, this 7-foot-tall, 6-foot-wide installation serves as the visual and experiential centerpiece of the Official Store.
Constructed with over 45,000 LEGO® elements, FX-17 merges art, retail, and storytelling into a single immersive activation. Highlights include over 200 minifigures placed in racing vignettes, hundreds of custom-printed LEGO® parts—including the legendary IMS scoreboard and Tag Heuer sponsor signage—and custom minifigures of Roger Penske and Doug Boles. Integrated lighting, video, and three interchangeable retail bays allow the installation to adapt to marquee race events throughout the year.
The result is a fan-favorite, social media magnet that has significantly increased foot traffic, time spent in the store, and retail velocity. It has become a sought-after photo opportunity and a powerful storytelling asset used in tours, influencer engagement, and sponsor activations.
FX-17 sets a new standard for experiential merchandising—demonstrating how physical space, play, and brand storytelling can converge to create magic. More than just a retail fixture, The LEGO® Pagoda is a premium experience that invites fans of all ages to pause, smile, and connect with the legacy of IMS in a whole new way.
Submitting Organization: Brixilated LLC
Photo Credits: Greg Phillips, Creative Director, Brixilated LLC
Detailed Nomination
Project FX-17 – The LEGO® Pagoda at the Indianapolis Motor Speedway Museum
Category: Most Creative Premium Experience or Gift
Overview
Project FX-17 is the code name for a groundbreaking collaboration that redefined what it means to merge brand storytelling, premium fan experience, and high-impact retail design. The initiative brought together the creative forces of Brixilated, 555 International (Sam Carlson), Legends Global Merchandise (Jason Orton), and the Indianapolis Motor Speedway (Holly Landfald & Alicia McCarthy) to create a show-stopping, custom LEGO® replica of one of the most recognizable structures in worldwide motorsports: The Pagoda at the Indianapolis Motor Speedway.
Installed in March 2025, the Pagoda is the visual and experiential centerpiece of the Official Store inside the newly-renovated Indianapolis Motor Speedway Museum. Timed with the Museum’s April 1 reopening and the start of the 2025 race season, The Pagoda was purpose-built to captivate, engage, and surprise fans of all ages—and it delivers on all fronts.
Innovation & Impact
Towering over 7 feet tall, spanning 6 feet wide and 4 feet deep, the LEGO® Pagoda is constructed with over 45,000 LEGO® elements, making it not just a replica but a full-scale architectural tribute and immersive retail experience. Built around a custom wood armature engineered by Exhibit Concepts in Vandalia, Ohio, the display includes over 200 minifigures, each strategically placed in storytelling vignettes that capture race fans, event staff, and even VIPs.
The installation is as dynamic as the venue it celebrates. The Pagoda incorporates premium interior lighting, a fully functioning video board playing a 10-minute loop of IMS racing highlights, and three illuminated retail display sections designed to rotate merchandise collections aligned with major IMS events—such as the Indianapolis 500, Brickyard Weekend, and the IMSA Battle on the Bricks.
What truly sets this experience apart are its hundreds of custom, premium-printed LEGO® elements. These include the legendary IMS scoreboard and signage from the Official Watch and Timekeeper of the NTT INDYCAR SERIES and the Indianapolis 500 presented by Gainbridge, Tag Heuer. The design team even crafted custom LEGO® minifigures of racing legends and IMS executives including Roger Penske and Doug Boles, creating opportunities for guests to engage with these iconic figures in an unexpectedly delightful way.
Results & Success Metrics
Since its installation, the LEGO Pagoda has become one of the most photographed, shared, and talked-about features within the IMS Museum. It has organically driven foot traffic and created dwell time within the store, increasing average time spent in the retail area and lifting sales across several featured product lines. Merchandise showcased inside FX-17’s integrated cases sees an immediate bump in visibility and velocity, thanks to its lighting and strategic placement at the intersection of nostalgia, innovation, and fandom.
Social engagement from visitors has also significantly increased, with guests posting photos and videos across Instagram, Facebook, and TikTok—positioning The LEGO® Pagoda not only as a retail fixture but as a destination-worthy fan engagement asset. The Museum’s marketing team has embraced The LEGO® Pagoda as a centerpiece in tour packages, influencer engagement, and sponsor activations.
Moreover, the LEGO Pagoda has elevated the IMS retail experience into something that fans seek out as part of their race day pilgrimage, delivering on both tangible ROI and brand perception lift.
Industry Influence
The LEGO® Pagoda redefines the possibilities of experiential merchandising in premium sports and entertainment venues. It’s not just a gift, or a perk—it’s a fully integrated, immersive storytelling piece that combines the power of nostalgia, the universal appeal of LEGO, and the thrill of motorsports in one unforgettable installation. By merging art, play, and merchandising into a single interactive fixture, the LEGO® Pagoda offers a new blueprint for how venues can turn physical space into an experience fans will remember—and return for.
This project demonstrates that premium experiences don’t have to be transactional—they can be magical, memorable, and deeply brand-aligned. The LEGO® Pagoda sets a new bar for venue-based storytelling and sponsor integration, and its success is already informing conversations across the ALSD community about what’s next in the future of premium fan engagement.
