Edgard & Cooper will host The Ball Ball, a ticketed immersive experience for dogs and their owners, at 41 Portland Place in London on Saturday, April 18, 2026.
The event, organized by the Belgium-based pet food company, will feature multiple themed rooms including a parlor with a photo booth and branded take-home items, a dining room with an ice sculpture, and a main ballroom with interactive features and a live string quartet.
"The Ball Ball has always been a big moment in the canine calendar — we've just never been on the guest list," said Marc Schneider-Jacobson, head of marketing and e-commerce, UK, at Edgard & Cooper. "This time, the dogs wanted to share it with their humans and handed us the brief. They said, 'Make it an immersive experience — one that's almost as fun and memorable for humans as it is for us dogs.' So that's exactly what we did."
Sessions will run approximately 11 a.m. to 7 p.m. Tickets are available through Design My Night, with entry via pre-booked time slots. Spaces per session are limited.
The event comes as Edgard & Cooper rolls out a reformulation of its dry dog food line, featuring an updated fiber balance and kibble sized for small dogs. The company is also set to debut wet cat food in pouches later this summer. Tickets and additional details are available on the event's landing page.
According to Petfood Industry's Top Pet Food Companies, General Mills completed the acquisition of Edgard & Cooper, one of Europe’s leading independent premium pet food brands, in April 2025.
