Dimensional Innovations has successfully completed the branding, immersive design, and wayfinding program for the expanded Roth Tower at the University of Central Florida’s Acrisure Bounce House, just in time for the college football season.
This project connects UCF’s football identity with its strong ties to the space industry and is part of a larger three-year stadium renovation. The renovations have included the addition of premium hospitality areas and an expansion of the tower’s club space.
At the heart of this new experience is the Star Chamber, a hidden room designed to evoke a night sky. Fiber-optic points of light twinkle across its curved walls and ceiling, mirroring the constellation-themed roads throughout the UCF campus.
### Astronomy Becomes Part of Game Day
The Star Chamber opens into the Galaxy Club, featuring a Polaris-inspired design and high-resolution images captured by UCF telescopes to maintain the celestial theme. Interpretive content enhances the visitor experience by integrating information about the university’s astronomy research.
Additionally, bars and gathering spaces throughout the multilevel tower are named after constellations. These themed locations serve as landmarks to help visitors navigate without relying solely on conventional suite numbers.
Ashley Loch, creative director at Dimensional Innovations, emphasized the goal of creating spaces that reflect UCF’s character and provide reasons for visitors to return to the tower beyond game days.
