At the heart of LAB9 are three detailed pet-owner personas—Sam, Maria, and Jay—each representing unique shopper needs. These characters guide visitors through the pet care journey, helping teams build empathy and design solutions grounded in real behaviors and motivations.

LAB9 combines interactive learning stations, VR tools, and hands-on activities to create a fully immersive experience. Designed for both internal teams and retail partners, the space encourages co-creation—turning every visit into a deeper understanding of the pet care landscape and new opportunities for innovation.

With flexible environments and future-ready tools, LAB9 enables stakeholders to brainstorm, test, and refine ideas in real time. By merging storytelling, technology, and cutting-edge design, Purina created a space that anticipates tomorrow's needs and sets a new standard for innovation in pet care.