With its long-standing history as the biggest dog show in the world, Crufts draws a huge number of visitors to the NEC every year (not to mention an even bigger audience watching the show from the comfort of their living rooms).
This year alone, over 130,000 human visitors and 24,000 dogs flocked to the NEC across the 4 day event.
And with several extraordinary clients in the pet sector, it only makes sense that Crufts is a big date in our calendar each Spring.
But this Crufts was without doubt our biggest bark yet. Drawing on the consultancy, creativity, and capability of our entire team, we crafted more creative brand spaces than ever before, and helped each client put their best paw forward at the show. What’s more, the entire set of stands was created in just 3 weeks, straight off the tail of another large event in Berlin.
But did we bite off more than we could chew?
We won't shy away from the fact that Crufts 2025 was a big undertaking, with a huge volume of work coming through our studios and workshop. But with stands that we (and more importantly, our clients) are proud of, each project had a truly tail-wagging outcome. Over time, we're confident we'll see our clients fetch the long-term brand benefits to match.
To celebrate the brilliant brands keeping our companions healthy, happy and handsome, we're reflecting on the spaces we brought to life at Crufts 2025.
Scroll for creative inspo...
The Skinner’s country cottage
Last year we created a real-life home for the Skinner’s brand, with this charming country cottage. An entirely custom space led by storytelling, it's one that we thoroughly enjoyed crafting in 2024, and so were excited to bring it back - this time in a slightly larger area.
The stand reflects Skinner’s’ heritage, family roots, and expertise in the nutrition of working dogs. From the wisteria creeping along the roof, to the door of the store cupboard, to the graphics within the rustic kitchen, all of the fine details add to the consistent theming.
A ‘feel good’ space for Naturediet
This year marked a shift in a new direction for the Naturediet brand. The team wanted to achieve a stripped back, minimalistic look on the stand, moving away from a pastel colour palette and embracing natural materials.
Drawing on interior design cues, we created an architecturally driven space with exposed timber, pendant lighting, and neutral colours. We added pops of colour too, from the sections of green carpet to the ‘natural ingredients’ lightbox, set above a custom wooden crate display.
A bold brand space for Natures Menu
Over the years that we’ve worked with Natures Menu, the team have never failed to come to us with big ideas for their exhibition stands. This year was no different. And with the Crufts stand set in a 12x12m space, there was a large area to play with.
A custom kitchen forms the central ‘hub’ of the stand, with plenty of product information for visitors to discover. On the counter, a series of ‘ingredient domes’ shows guests exactly what goes into their pets’ food. Would you believe us if we told you the ingredients aren't actually real, but handcrafted models instead?
Product was displayed on gondola shelving units, as well as on the ‘Treat Stop’ podium. On the other side of the space, a lightbox and counter encouraged guests to sign up to the Natures Menu ‘Breeders Club’ for exclusive discounts and extra treats.
Meanwhile the back of the stand, visitors were encouraged to flow through into the ‘Crufts Shop’, which was stocked with plenty of Natures Menu goodies across product ranges (as well as teasing upcoming launches in a dedicated ‘discovery zone’)
Albion Pet Foods’ first Crufts
We were really excited to be approached by a new client for Crufts 2025 – Albion Pet Foods. Albion were exhibiting at Crufts for the first time, and wanted to drive brand awareness from their advantageous stand position in Hall 3.
The outcome was this clean and classy space. Brand was clearly visible, with the large illuminated logo standing out against a monochrome header. Against the black and white sections, bold splashes of green and eye-catching imagery grabbed the attention of passing dog owners.
An energising brand space for Years
New client Years.com wanted an exhibition stand that reflected the personality of their online presence, and welcomed their engaged community of pet owners.
So, we got to work creating this distinctly Years space, with a vibrant design and colourful product displays. At the front of the stand, a live cooking demonstration invited guests to see how each meal is made, and learn a little something about pet nutrition too. The interaction was connected up with screens above the chef, making it even more interactive.
Meanwhile on the side of the stand, visitors queued up to ‘spin the wheel’ for the chance to win some freebies (or complete a forfeit if not…)
There were even more giveaways from the collection point, not to mention the mystery prizes that were up for grabs for those who found a hidden purple ticket!
Reflecting on our biggest Crufts yet
Crufts 2025 was a huge project, and with a short turnaround to create the five stands we had to both be meticulously well planned and flexible at the same time. For some, this could've caused a tug-of-war between quality and getting the job done.
For us, that wasn't an option.
The event was a huge collaborative effort from our entire team – from planning and marketing, to design, to project management, to carpentry and graphic production. All whilst upholding our level of service, perfectionist attitude, and unwavering standards.
The collaborative effort within our team extends to our wonderful clients. Even the best looking stand in the world will fall flat without hard work. Each of our clients brought their spaces to life with energy, expertise, and paw-sitivity, not to mention strong efforts across marketing channels before, during, and after the event. A special thanks to all of them for trusting us with bringing their stands to life, and giving us an opportunity to flex our creative muscles.
So, what's next?
Well, we’ve got plenty of other exciting events on the horizon. Our next big project might even be just around the corner – so keep your eyes peeled and noses to the ground!
Do you have a big idea or an ambitious project that you'd like support with? Whether an event, brand experience or interior, we’d love to hear about it.
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