Land O'Lakes Purina Farms Conference Center
Gray Summit, Missouri
Square Footage: 19,000 (9,000 SF Renovation + 10,000 SF Expansion)
2014 IIDA FAB AWARD (small commercial)
Located on a 1,200 acre working farm with over 3,000 animals, the existing 9,000 square foot building is a repurposed turkey barn. Its renovation and 10,000 square foot expansion offer visitors the opportunity to learn about Purina products and culture in an environment that embodies values consistent with Purina culture – integrity of materials, openness to the outdoors, and pride in their farm heritage.
It was critical that building expansion clearly and boldly establish a center for the farm community. The exterior identity of the building developed out of a desire to overlay and identify the Purina brand onto the farm landscape. As visitors and employees move about the farm they catch glimpses of this bold, red object in the landscape, orienting them physically and mentally within the setting of the Purina Animal Nutrition Center.
The color palette is primarily comprised of red and white, the colors of the Purina 4-square checker pattern. They represent the principles of its founder, William H. Danforth. He advocated for healthy lifestyles and clean living. White, identified with the building structure, represents the qualities of cleanliness and health. Red, found on the perimeter of the building, stands for another Danforth principle - the value of the daring and adventurous spirit.
The checker pattern is embodied in the space and surfaces of the Conference Center. Existing concrete floors are stained a deep red. Wood, reclaimed from a barn in southern Missouri, wraps the walls and ceilings to form a kind of “checker space”. Many people hang photos of their friends and family in their homes. At the Purina Animal Nutrition Center, bigger-than-life photos of their pride and joy - the animals that live on the farm - are featured.