The Experience

Designed as a scalable experiential platform, the Crufts activation blended immersive scenic environments with playful interactive touchpoints to encourage audience participation, product discovery and social engagement.

Inspired by vibrant lifestyle environments and premium pet branding, the stand created a memorable visitor experience that combined scenic fabrication, experiential storytelling and live interaction across both brands.

Crufts 2026 Evolution

Building on the success of the 2025 activation, NPK Productions evolved the experience for 2026 with fresh custom-built interactive activations designed to increase engagement and dwell time.

New features included:

• Bespoke plinko board activation

• Digital “Catch the Chew” interactive game

• Enhanced gamification touchpoints

• Updated scenic and branded environments

• Expanded audience participation experiences

  
  

The addition of both physical and digital gameplay created a more immersive visitor journey while maintaining strong brand recognition across the evolving multi-year activation.

The Crufts 2025–2026 activation showcased NPK Productions’ ability to create scalable experiential environments that evolve year-on-year while delivering memorable audience engagement and strong brand impact.

By combining immersive scenic design, interactive gaming experiences and live event production, the activation successfully transformed the exhibition space into a playful, high-energy destination that connected visitors with the WHIMZEES® by Wellness and Wellness CORE brands in a meaningful and engaging way.

Looking to create an immersive exhibition stand or experiential activation that drives engagement, interaction and lasting brand impact? Get in touch with NPK Productions to bring your next live experience to life.