Event TV: Samsung creates Dream Doghouse for Crufts

Creative agency Taylor Herring is working with Samsung Electronics to unveil the future of tech-savvy poochies with an activation at dog show Crufts 2015.

Samsung's Dream Doghouse prototype will be showcased at Crufts this week
Samsung's Dream Doghouse prototype will be showcased at Crufts this week

At Crufts, which is taking place this week (5-8 March) at Birmingham’s National Exhibition Centre, Samsung will showcase its Dream Doghouse concept. The prototype kennel has taken a team of 12 designers and fabricators two weeks to design, and more than four weeks to construct to celebrate Samsung’s sponsorship of the show.

The Dream Doghouse consists of two areas, one for rest and relaxation, and the other for dining and entertainment, as well as an outside astro-turfed leisure area.

The rest and relaxation area at the back of the kennel features a fully-padded sleeping area, luxurious bone design pillows, a wall-mounted Tab S tablet for dogs to interact with and communicate with their owners and a ‘push-to-woof’ call bell.

The front of the kennel incorporates bespoke wallpaper featuring designer paw and dog bone prints, framed portraits of friends and pooch pin-ups, including the Best in Show winner of Crufts 2014, a sky light which doubles up as ceiling access and a dog-operated snack dispenser.

An in-built doggy treadmill and a hot-tub spa have also been installed into Samsung’s Dream Doghouse as added touches of luxury.

The activation has been created off the back of research conducted by the brand with 1,500 dog owners, revealing that 64% believe their dogs would benefit from more technology and gadgets.

Andy Griffiths, president of Samsung Electronics UK and Ireland, said: "With the Samsung Dream Doghouse, we wanted to reflect the nation’s growing trend for using technology. From dogs who have social media profiles to owners who use video calling to check on their pet while away, technology is fast becoming an integral part of everyday life.

"Samsung has been a proud sponsor of Crufts for over 20 years, and we recognise that our dogs are firmly established part of the family. The Samsung Dream Doghouse looks sleek and modern, featuring the kind of tech the discerning dog of the future will need."

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