CASE STUDY: Purina PawsWay
Objective
PawsWay brings fun, socialization and education together in one place that engages pet owners, professionals and retailers. PawsWay provides a physical and experiential headquarters for pet enthusiasts and those considering a pet as part of their family's life.
Result
The historic nature of the former turn of the century shipping pier has been restored and retained as a background to the complex's welcoming two-story glass atrium with a perimeter graphics and banner system referencing the familiar Purina checkerboard branding colors. PawsWay features fun, interactive exhibits in the Health and Discovery Area, events and educational activities in the Pet Park and the opportunity to enhance your pet knowledge in the Resources Area.
Design Elements
- The Health and Discovery Zone is focused on understanding pets and their role with various types of families, physical settings and personalities that will put the pet with its best perspective owner. Dividers provide a series of virtual spaces within the environment, allowing visibility and visual orientation, with a sense of rooms and spaces focused around Nutrition, Innovation, Behavior, Breeds and Origin.
- The Pet Resource Zone provides a setting to dig deeper into the topics and information represented in the interactive Health and Discovery Zone. Directories are key interactive opportunities and highlight upcoming special events.
- The Hall of Fame, organized around seven categories; Endurance, Intelligence, Sacrifice, Rescue, Determination, Protection and Courage, features over 100 stories acknowledging the pets name, skills and attributes, using three-dimensional props, photography, personal accounts and news coverage, these stories further convey the ways pets offer their services in a selfless and self-sacrificing manner.
- Large-scale pet iconography in indoor/outdoor amenities like benches, street lights, flooring and finish materials helps contribute an outdoor feel to the space.
- Through the use of aged and restored materials, such as rustic timbers, reclaimed brick, the iron storefront fittings and exposed mechanical, the character of the historic structure is preserved and highlighted.
