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Corporate Design

Unbuilt Architecture

Rendering of the proposed Case IH visitor center. This corporate design prioritized corporate color and agricultural form, and putting visitors in touch with the earth, to evidence corporate branding.
Location:
Racine, WI
Scope:
Provided design services for museum and visitor’s center
Internal Team:

Case IH

Racine, WI

FROM THE PRA ARCHIVES OF UNBUILT WORK

In 2011 PRA was asked to participate in a design competition to design a museum and visitor’s center for Case IH in Racine, Wisconsin.  Case is an internationally known manufacturer of agricultural equipment of all kinds and has been since Jerome Increase Case founded the Racine Threshing Machine Works in 1842, six years before Wisconsin became a State!  

The building was to be located in the vacant area in front of the factory in Racine and would provide training facilities, a café, and an auditorium in addition to display areas for historic and current equipment and information.  The building was to express the essence of the Case brand and become a destination for customers, school groups, and the general public.

The design team at PRA was immediately intrigued by the idea that the building should be a part of the earth, occupying a furrow dug between swaths of wheat, corn, and other local crops arranged in artful waves across the field.  The training rooms would be located beneath a field of corn, while the museum would occupy a glass enclosed exhibit hall under a swooping plow-like roof.

Visitors to the building approach from the east, past the iconic “Old Abe” bald eagle that has represented Case since 1865 and toward the auditorium clad in Case IH Harvester Red #50.  They would descend a curving ramp along a history wall before arriving in the sunlit hall, immediately struck by the awe-inspiring displays both inside and outside of the hall.  The circular auditorium would be used for multi-media presentations as well as the unveiling of new equipment on its rotating stage.  Behind the auditorium, visitors could reach a test track for tractor rides or test drive the tractor of their dreams.

Designing a building like this for such an iconic and historic brand inflamed a passion that drove us to win the competition.  Although the project was never built, the admiration we gained for the company and the joy we shared designing the building will always be with us.

Case IH Cut-Away Aerial View

With the roof removed, the underground Training Room, Off...

With the roof removed, the underground Training Room, Offices, Garage and other back-of-house areas can be clearly seen.

Case IH Cut-Away Aerial View

Case IH Aerial View

The building is nestled into the landscape, burrowing ben...

The building is nestled into the landscape, burrowing beneath a swirling palette of crops the Case IH equipment is designed to support

Case IH Aerial View

Case IH View from Oakes Road

Designed to educate people from around the world seeking ...

Designed to educate people from around the world seeking to experience this iconic brand, visitors can appreciate the breadth of the Case IH story upon first seeing the building.

Case IH View from Oakes Road

Case IH History Walk

A curving ramp descends into the Exhibit Hall alongside p...

A curving ramp descends into the Exhibit Hall alongside plaques displaying key milestones in the company’s history.

Case IH History Walk

Case IH Exterior Patio

Those with a little more time are invited to spend the da...

Those with a little more time are invited to spend the day exploring the grounds, grabbing some lunch, and even taking a spin around the test track. Throughout the warmer months, the patio can host festivals and educational events involving the planting and harvesting of the surrounding crops.

Case IH Exterior Patio

Case IH Exhibit Hall

Communicating the past and future of a 148 year old compa...

Communicating the past and future of a 148 year old company is a tall order. This highly flexible, sunlit space surrounds the visitor with indoor and outdoor displays to support the mission.

Case IH Exhibit Hall