Planning, design and fabrication of 32,000 square feet of exhibits dedicated to understanding Muhammad Ali’s history, and exploring its impact on the individual lives of visitors. Striking graphics, original multimedia programs, and group and individual interactive experiences focus on the primary themes of Ali’s life: Conviction, Confidence, Dedication, Respect, Giving, and Spirituality. After seeing through the lens of Ali’s life, visitors are encouraged to find ways in their own lives to “be the greatest.” 

Client: The Muhammad Ali Center, Louisville, Kentucky