“Paws at the Piazza” was an immersive Italian piazza for dogs and their humans, bringing the charm of Italy to life at Crufts 2025 – which attracted 24,000 dogs and over 150,000 visitors, with 8.7 million viewers tuning in from around the world. 

Through our concept, we balanced two distinct brands, WHIMZEES® By Wellness and Wellness Core, integrating them seamlessly into a cohesive brand experience.

Inspired by Italy’s winding streets, we crafted a sun-soaked piazza with surprises at every turn, including: 

• Balanced Brand Presence: Seamless integration of Whimzees and Wellness Core for a cohesive experience

• Eye-Catching Product Displays: LED-lit showcases to spotlight key products and custom promotional Piaggio Apes vehicle 

• Promotional Piaggio Apes: Themed promotional vehicle with LED custom displays, graphic wraps, and Whimzees soft range

• Engaging Digital Displays: Dynamic content for brand awareness and customer education

• Interactive Kibble & Treat Bars: Custom totems for sampling, learning, and engagement via digital and print

• Gamified Experience: Custom 3D maze with LED accents and branded elements

• Dog-Friendly Zones: Accessible pathways, seating, and giant photo spots for dogs and their humans

• Immersive Activations: Tactile textures and interactive zones to explore

• Social Media Moments: Stylish backdrops and interactive props for shareable content