NatureSweet® tomatoes are grown with heart, and now that heart has a home. The largest vertically integrated agriculture company in North America partnered with Parallel to bring their story to life inside a vibrant, immersive showroom built into the company’s San Antonio headquarters. Designed as both a visitor experience and onboarding tool, the space reflects the company’s vertical integration, sustainability, and associate-first values—all told through a sensory-rich journey that’s equal parts education and play.
Starting with deep discovery—including flying our team to Mexico for a multi-day greenhouse tour—we mapped a strategy that aligned with NatureSweet’s existing brand while giving it dimensionality and texture. We developed the content and exhibit design, sourced and collaborated with fabricators, and coordinated installation down to the last detail.
The result: a tourable, tactile experience organized around the tomato’s life cycle—seed sorting, grafting, harvesting, packing, and retail—all reimagined as interactive stations. Seven video touchscreens, a grafting activity, a conveyor belt packing game, and a greenhouse installation all guide visitors through a “Seed to Smile” narrative, with photos and narratives throughout. Associates take center stage in a warm, inviting environment that celebrates their contributions and contextualizes the impact of their work.
The NatureSweet Experience Showroom is a brand statement that greets employees, clients, and partners with the same care NatureSweet puts into every tomato
Category
services
- Environmental Design
- Exhibit Design
- Brand Environments
- Content Writing
- Experience Strategy
- Signage
- Video
- Interactive / Play Design
