Project location: Flatiron Plaza, New York, NY · Project context: 2024 · Prepared by POPUP from the project archive in October 2026.
Café Frenchie began with the dogs. Royal Canin's Flatiron Plaza activation gave French bulldogs and their people somewhere to meet, with food discovery and expert conversations woven into the gathering.
How can a pet brand create a welcoming sampling experience?
Owners are more open to a brand conversation when it begins with the animal they care about and the community they belong to.
Create a neighborhood café tailored to French bulldogs: a welcoming place where a conversation about nutrition begins with a shared love of their dogs.
Give the community a place to gather
A red-and-white café truck anchored the experience in Flatiron Plaza. Its illustrated frontage, serving window and surrounding seating turned an everyday city space into an invitation for dogs and owners to stop together.
Make product discovery personal
Complimentary food samples opened the conversation. Guests could meet the Frenchie Whisperer, learn about nutrition and wellness, and talk with a team ready to welcome their dogs into the experience.
Let the dogs become the stars
A café-scale photo setting gave owners a playful moment to share. Around it, Frenchies met other Frenchies and owners connected through a common interest; the community at the heart of the brief.
The planning lesson
Plan for the owner and animal as a pair. The service point, seating and photo setting should support the way they move together. Keep product questions close to the people qualified to answer them, with hospitality making the introduction easy.
Who delivered the experience
Produced through agency partner Porter Novelli, the activation invited guests to bring their Frenchies, meet the Frenchie Whisperer, pick up complimentary food samples and connect with other owners. Expert conversation added nutrition and wellness guidance to the social experience.
Delivered through agency partner Porter Novelli for Royal Canin.
What the experience made possible
The café connected product discovery and nutrition education with a welcoming place for French bulldogs and their owners.
Project questions
Where did the experience take place?
Royal Canin: Flatiron Plaza, New York, NY.
What was the delivery scope?
Vehicle sourcing & branding; Permitting & logistics; Brand ambassadors; On-site production; Content capture.
Explore related work
Further reading
For the wider event and campaign context:
