This is the place to be inspired and create the future of pet care.

I've seen a lot of these innovation centers,   
and this is by far the best one.
Global Head of eCommerce, 2022
We’re trying to create solutions that are a win for both of us, and I feel like that was really accomplished today.
Sr. Director, Brand Partnerships, 2019
This was a career highlight and solidifies why Purina is a strategic partner.
Retail Media Lead, 2022
Great to meet and collaborate in person. I appreciate & enjoyed team brainstorming. Thank you for a great last few days!
Sales Manager, 2022

Our Approach

We help you win the pet consumer by inspiring new opportunities through storytelling and co-creation, unlike anything you’ve ever experienced.

  • Learn

    Immerse yourself in interactive experiences
    to learn about the pet category

  • Activate

    Generate actions we can take
    together to drive growth

  • Build

    Prioritize ideas and build a
    plan for execution

You Need To Experience it 
To Believe it

Check out some of the signature features of LAB9 you'll experience during a visit
Category & Brand Learning
Category & Brand Learning

Explore the full power of the Purina
portfolio and test your Pet that Pet category 
knowledge through gamified learning.

Pet Owner Journeys
Pet Owner Journeys

Explore interactive journeys that bring to life
opportunities to solve pet owner pain points 
including personalized interactions with 
AI/VR-powered character avatars.

Experience of the Future
Experience of the Future

Learn about the latest trends, insights, and 
strategies shaping the future of Petcare.

VR Theater
VR Theater

Experience our vision for the future of 
Petcare through immersive, first-person 
journeys in the LAB9 VR theater.

Connected Commerce Center<span>(Coming Soon)<span>
Connected Commerce Center(Coming Soon)

Drive digital-design excellence in this multi-
functional collaboration space focused on 
the seamless integration of online and in-
store shopping.

Our Team

Meet the LAB9 team that's leading the charge to transform the future of Pet retail.
Stephen Wurth
Stephen Wurth
Director, Shopper Innovation & Experience
Dixie Defosset
Dixie Defosset
Senior Coordinator, Events
Montana Gordon
Montana Gordon
Manager, Shopper Innovation & Experience
Kenny Endermuhle
Kenny Endermuhle
Manager, Shopper Innovation & Experience