American Family Insurance believes in the power and purpose of dreams. Offering a variety of products to consumers, they seek to not only protect the American dream, but to propel the American dreamer to new possibilities. American Family Insurance partnered with BHDP to create a new DreamBank space, located in The Spark building in the heart of downtown Madison, WI. DreamBank provides an inviting space for the community to explore their dreams, share stories and gather ideas through engaging exhibits and seasonal programming.

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In this space, DreamBank provides a host of services including free events, workshops and exhibits. A flexible Conference Center provides a venue for hosting a variety of classes and workshops from kids’ activities to guest lecturers and yoga. Adjacent, a hospitality area provides free water and coffee next to an oversized community events calendar. The Library allows for small group meetings or quiet work sessions. The library features a fireplace and map mural of Madison and a collage of work by local artists. The Vault is a public co-working space with open collaboration area and enclosed meeting rooms.

At the core of the DreamBank experience is the interactive exhibits. Guests can pick up a Dream ledger and a key to “declare” their dream. The keys are deposited in an interactive “deposit box” to represent American Family’s promise to protect dreams. A virtual reality station allows visitors to take a dream-focused journey. The exhibit area of DreamBank was created to host a variety of installations that are updated throughout the year. Each exhibit includes its own aesthetic and theme to keep guests engaged and coming back again and again.

  • DreamBank hospitality area
  • DreamBank EGD signage
  • DreamBank EGD signage
  • DreamBank kitchen area
  • DreamBank booths
  • DreamBank huddle rooms
  • DreamBank library with fireplace
  • DreamBank library
  • DreamBank seating area
  • DreamBank conference room