Last Updated 4 days by Amnon J. Jobi | Amnon Front Page

INDIANAPOLIS (WISH) –The “Racing Capital of the World” is adding a different shopping experience for fans this May. 

Leaders at Indianapolis Motor Speedway says the new midway store in Pagoda Plaza is bigger and better than in years past.

“It’s an elevated shopping experience that we feel is worthy of being at the racing capital of the world,” Holly Landfeld, IMS Senior managing of consumer products, told News 8.

Landfeld says the new IMS Trackside Merchandise Flagship Store is the best shopping experience they’ve ever had. 

“It’s important for us to have an elevated shopping experience for our fans, for our customers, we’ve done that with the museum, but we wanted to bring that here to the infield for our fans that visit the midway. We’re the racing capital of the world as I said and it’s important for us to really elevate that for our fans,” Landfeld explained.

Landfeld says there is something for everyone from classic Wing & Wheel merchandise to something more trendy and hip. 

She says they even mixed streetwear with racing. 

“We definitely look at trends and what’s popular in fashion right now, we do some shopping at local stores, Abercrombie, Urban Outfitters to sort of see what is popular in the marketplace and try and replicate it as best as we can.”

Some of those pieces include hats, T-shirts, polos and even some collector’s items like racing helmets and high-end jackets.

Landfeld says this elevated shopping experience is worth checking out. 

“For those fans that are maybe out that don’t normally maybe out in turn 3 or turn 4 and they don’t normally come to the midway, this might be a reason to come to the midway this year. So if you can get on a tram or make the hike, we think it’s worth the walk!”

The new flagship store is open for Sonsio Grand Prix weekend and all other Month of May events including the Indianapolis 500 on Sunday, May 25.