Hall of Fame tour: ‘Why We Love College Football’ gallery

The exhibit: The "Chick-fil-A Why We Love College Football" gallery juxtaposes old-fashioned hardware — trophies — with cutting-edge software.

Touring it: A 52-foot-long touch-screen wall invites visitors to engage with multimedia content on their favorite team. Ultra-directional speakers atop the wall deliver downward columns of sound that can be heard in that spot, but not by a person having a different experience a few feet away. The game's most prized trophies — Heisman, major bowls, national championships and others — are displayed in glass cases.

Talking about it: The touch-screen wall was a relatively late addition to the floor plan, officials said. "It is designed for fan interaction that is school-specific," said Steve Robinson, Chick-fil-A's executive vice president of marketing. "It's in 13 zones. If the (radio frequency identification technology) in your ticket is coded, you can walk up to any zone and be instantly connected to who you say your favorite team is." The same technology will personalize many other features in the building to match a visitor's declared favorite team.