Center for Sustainable Agriculture
Created to redefine how the world experiences agricultural production
BASF set out to create a permanent, immersive environment that would educate and inspire visitors around its modern agricultural production capabilities—reimagining an existing space through a more dynamic, future-focused lens. Jack Morton designed a versatile center that seamlessly supports student field trips, executive meetings, and guest receptions alike. The refreshed environment highlights BASF’s leadership in sustainability and biodiversity, as well as food, fuel, fiber, agricultural technology, and pest control—all presented in a clear, streamlined aesthetic that reflects both the innovation and adaptability of the space itself.
At the heart of the experience, a 20-foot curved LED video wall serves as a striking centerpiece, complemented by three multitouch smart tables that empower guests to explore curated content and exhibits at their own pace. Jack Morton developed original content that guides visitors through BASF’s history, capabilities, and ambitions for sustainable production. Interactive elements—including the Pop Crops Quiz, Seed to Shelf kiosk, live expert engagement, and a hands-on model home demonstrating pest control innovations—transform the space into an educational journey that brings BASF’s impact from field to home vividly to life.
THE IMPACT
Jack Morton created an experience that thrilled customers, students, employees, community stakeholders, and prospective employees alike. The new BASF Center held its grand opening on April 25th, 2022. Along with Senator Richard Burr in attendance, BASF executives, members of the media, and guests toured the center and newly renovated gardens.
Experiencing BASF this way provides new insight and understanding for thousands of guests each year and has supported recruiting efforts as candidates for employment are able to visit the center and gain even greater insight into the mission of this division of the organization.
“The BASF Center for Sustainable Agriculture is about more than just BASF. This is part of the community, showing North Carolina and beyond the impact of sustainability on the food we eat, the fuel we use…and it does so in a way that everyone from children to scientists can easily understand and enjoy.”
