Royal Canin North Sioux City

Altitude’s design strategy focused on creating a cohesive brand storytelling experience from arrival through the heart of the site—that bridges the technical precision of manufacturing with the warmth and care behind Royal Canin’s mission.

The project’s centerpiece is a quarter-mile-long experience corridor that overlooks the production floor through expansive windows, offering visitors a behind-the-scenes view of every step in the manufacturing process. Altitude transformed an otherwise utilitarian corridor into a vibrant, museum-like sequence of learning moments—each curated to reinforce the company’s values of health, knowledge, precision, and respect for pet nature.

Along this journey, a series of interpretive exhibits, digital displays, and immersive branded graphics tell the Royal Canin story—from ingredient sourcing and formulation to packaging and quality assurance—all connected to the company’s belief that every pet is unique, and so are their nutritional needs. Warm wood within the exhibit structures contrasts with the building’s industrial materials, symbolizing the connection between precision manufacturing and the comfort of a product designed for the home. Altitude also concepted, filmed, and produced a suite of short-form manufacturing videos that give visitors an intimate look at the processes they observe on the production floor, offering a rare level of transparency and engagement.

Throughout the user journey, branded signage and graphics, large-scale murals, and dynamic displays weave Royal Canin’s distinctive red into the architecture and interior, extending the story from arrival to production. In the lobby and common spaces, hospitality-inspired furnishings and environmental graphics create a welcoming atmosphere for visitors and associates alike, reinforcing the sense of care and connection that defines the brand.

The result is a space that educates, inspires, and connects.

For associates, it cultivates pride and engagement, reinforcing their role in delivering health through nutrition and connecting them to the global purpose of Mars Petcare: A Better World for Pets.

For visitors, the experience corridor demonstrates Royal Canin’s leadership in pet nutrition and manufacturing excellence—an immersive narrative of transparency and trust, “loved by pets, trusted by vets.”

More than a workplace enhancement, this project sets a new benchmark for branded environments in manufacturing—a space where brand storytelling, sales, and operational excellence converge.