The Kentucky Derby Museum engaged G&A to reinvent the museum experience at its Museum in Churchill Downs. In envisioning a new museum G&A created visitors’ focused and in-depth look into thoroughbred racing and the Kentucky Derby—the first jewel in the Triple Crown. Visitors can take the reins in a simulated race or record themselves calling a race. The updated 360-degree multimedia presentation of “The Greatest Race” further immerses the visitor and brings the story to life.