A new engine for NASCAR storytelling. In partnership with Provost Studio, NASCAR transformed race-day energy into purpose-built production environments that deepen fan connection far beyond the finish line
Provost Studio partnered with NASCAR to design a new kind of storytelling engine — one built to turn race-day adrenaline into year-round connection. Inside NASCAR’s new headquarters, we transformed a blank black-box space into two immersive production environments: a cinematic full-scale XR stage designed to place real race cars inside immersive LED worlds, and a flexible scenic studio designed to seamlessly shift between NASCAR’s brand and major partner identities.
The project centered on creating a platform for deeper, more human storytelling: the drivers behind the helmets, the moments between races, and the narratives that keep fans engaged long after the checkered flag.
Every design decision was informed by what happens on camera, from how vehicles move through the XR volume to how lighting, scenery, and branding adapt quickly for partner activations. The result is a purpose-built production ecosystem designed to elevate content, support sponsorship integration, and extend NASCAR’s storytelling well beyond the track.
Services:
- Pre Design & Planning
- Design / Build
- Broadcast Scenic Design
- Scenic Fabrication & Installation
- XR Stage Technology and Integration
- Lighting
- A/V Display Systems
This project represents NASCAR’s commitment to a new era of storytelling, one where brand, content, and space work together to build lasting loyalty.
XR Studio
Full-Scale XR for Real Race Cars
Designed to bring full-size NASCAR vehicles into the LED volume, enabling cinematic storytelling.
Curved LED volume for cinematic coverage
Eliminating hard corners and supporting dynamic, multi-angle shots.
Movable LED “Wild Wall” for maximum flexibility
Adding depth, reflections, and lighting control without rebuilding the volume.
Built for serialized, year-round content
Engineered to support recurring formats and evolving narratives helping NASCAR maintain consistent storytelling between races.
Content first XR design strategy
Every technical decision was informed by on-camera needs, ensuring the XR environment enhances storytelling rather than dictating it.
Scenic Studio
Multi-format production versatility
Designed to shift between desk shows, interviews, stand-ups, and wide scenic compositions — all within one flexible studio environment.
Integrated LED & display environment
Large-format LED and display surfaces enable race footage, motion graphics, and branded content to update instantly — giving producers real-time visual control without rebuilding the set.
Adaptive lighting design
Layered lighting allows the studio’s tone and energy to shift on demand — supporting different formats and partner segments while maintaining a cohesive on-air look.
Broadcast-grade spatial finish
Depth, reflection, and intentional sightlines shape a camera-first studio environment designed to elevate both live programming and everyday content.
