Lily’s Kitchen brought to life the ‘House of Treats’, a free and fully interactive pop-up event in London’s Belgravia, where dogs pinching socks from the laundry, leaping into a pile of leaves, and chilling on the sofa while snacking on their favourite treats was not only allowed, but applauded.

The pet food company welcomed over 120 pups from London and across the country to the interactive dream home for dogs designed to bring four-legged friends (and their human family) happiness and joy. Designed to drive awareness and celebrate the launch of the brand’s new Proper Treats range, the event was an instant sell out and resulted in even more pet parents falling in love with the brand.

Dogs of all shapes and sizes took centre stage as they journeyed through five dog-themed spaces each designed to match one of the new Proper Treats flavours, including:

• Petflix & Chill – The ultimate doggy den where four-legged friends could relax on the sofa, watch canine-friendly films and chomp away on their favourite telly treats.
• Put a sock in it – A specially-created laundry room featuring socks, socks and more socks!  Socks in the washing machine, socks in the laundry basket and strings of socks on washing lines. We dared those cheeky woofer’s to pinch a few!
• Tummy Time – This mini dog spa offered proper pampering for pets and featured doggy bath robes and slippers, a puppy-massage bed, and an expert dog masseuse. Canine visitors could take their pick of paw, tummy, back or hot bone massages.
• Bubble Bath – Bath time is fun time, and this bubble and ball-filled bathtub made the dogs want to dive right in. Shower caps and squeaky rubber ducks were included.
• Bark in the Park – Dogs enjoyed an autumn wonderland equipped with a wheelbarrow full of Proper Treats! Pups were encouraged to jump, dig and roll in a pile of leaves to their heart’s content.

Due to popular demand, Lily’s Kitchen extended the event and released additional bookings which sold out again within hours. Walk-ins were also welcome and many keen pet owners showed up to join the fun, nearly doubling the number of dogs who attended.

Comments Henrietta Morrison, Founder of Lily’s Kitchen “Our dogs are more than just pets, they’re an intrinsic part of our families, which is why we created a house that was specially designed to bring them lots of fun and happiness. It was quite a bold idea, and some people thought we were mad, but we’ve proven as a nation of dog lovers, we love to treat them and will go the extra mile to bring joy to our four-legged family.”

“We’ve been blown away by all of the interest and positive feedback from both the event and our new range of Proper Treats. The house was a wonderful way for us to connect with pet parents and it truly brought our Proper Treats to life in a very special and unique way. From dogs in the lounge watching squirrel movies on ‘Petflix’ to rollicking in the soft play bath with bubbles, the event left dogs to their own devices and allowed them to enjoy little moments of joy with their human family… and we all certainly enjoyed watching them get stuck in with many hilarious antics.”

A professional photographer onsite took photos of canine guests in each room which were specifically constructed to be highly Instagrammable, and blue-toothed them to guests for social sharing using the hashtag #lilysmoments.

Doggie houseguests also got to take home the new range of Proper Treats to carry on the experience at home. Packed with proper meat and made to a grain-free and gluten-free recipe, the five delicious flavours which launched this month, includes Chomp-Away Chicken Bites, Scrumptious Duck and Venison Mini Sausages, The Best Ever Mini Beef Burgers, The Mighty Duck Mini Jerky and Simply Glorious Chicken Jerky.