Since 1962, Arctic Cat has been forging unbeatable machines that conquer sand, dirt, rock and snow. Their industry-leading efforts led to a corporate headquarters relocation in Minneapolis’ warehouse district – into a building as historic and gritty as the company itself.

Arctic Cat needed the space to feel like an experience that would pay homage to its past while setting a modern marketable tone for its future.

Environment Design / Experience Design / Graphic Design / Photography / Naming / Positioning


The colloquial statement in the Arctic Cat halls is “Race it Sunday, sell it on Monday.” Latitude leaned into their culture of winning innovation by developing and curating a filter through which everything was created:  Raw Talent.

From raw material selection that included reclaimed wood and raw steel to modernized designs of historic brand logos, every square inch of the 6-story building was intentionally designed to marry the raw talent between brand, building and people.