gensler.jpgGensler’s latest project is a wild ride into the world of remote-controlled cars. The design firm recently completed a 5,000-square-foot retail and entertainment venue for Raceline Motorworks in Vernon Hills, Illinois, catering to kids interested in designing, building, and driving these streetwise gadgets.

Design details, all speedway orientated, include a store entrance recalling an open race car semi-trailer truck, a pit row assembly area, an on/off road racetrack, a grandstand, and a racing team’s truck and garage. For brand and graphics, Gensler teamed up with Experience Enterprises to develop the store name, logo, environmental graphics, signage, uniforms, packaging, and print collateral.

Visitors to the store can build their own custom car, register it, obtain a license, and then hit the track. Results and current and upcoming races can be viewed from flat-screen monitors.

The store is slated to be the first in an ambitious rollout. Each store will have its own unique racetrack, in order to attract club members to other stores and encourage participation in the “Raceline Motorworks circuit.”

“Our objective was to create a store environment infused with the excitement of a ‘Race Day’ experience, a place where boys can be boys, says Luigi Franceschina, Gensler’s design director for the project. “It’s more than just shopping, it’s an interactive journey that encourages imagination and lets kids engage in a new and different experience each time they return.”

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