Architecture for Dogs: From features on minimalist architecture to the pooch's perspective
27 November 2020
Everyone loves a dog story. So, when Japan House London opened the UK’s first Architecture for Dogs exhibition, we harnessed the novelty of this unconventional show to secure our client 120 stories and widespread influencer endorsement, that not only motivated people and pooches to visit - but also demonstrated the purpose and value of Japan House London.
Features in titles such as The Times, The Observer, Design Week, Deutsche Welle and RIBA Journal set out how ‘Architecture for Dogs’ explored important sensory concepts of architecture in a minimalist sculptural form. With curation by Japan’s Hara Kenya and featuring the work of UK architect Asif Khan, the stories highlighted Japan House’s purpose of fostering UK / Japan creative collaboration.
Arts and entertainment stories across Sky, The BBC, Time Out and Elle Decor took the story further, while our visits programme from leading influencers such as Morag Myerscough (with her Westie Elvis Myerscough) and popular pooch Lily the Pug, saw the show receive ‘top-barks’ from doggy reviewers.
Our campaign helped Japan House London fully maximise the brand positioning and audience engagement opportunities around the show, secure critical praise and be fully booked by dogs and people alike.