Pets Place x Nina Valkhoff

In March 2026, Pets Place collaborated with Nina Valkhoff and STRAAT to create a live artwork during its annual trade event at De Fabrique.

The aim of the project was to translate the brand’s core value — “de winkel vol dierenliefde” (a shop full of animal love) — into a visual experience that could engage attendees in real time while producing a lasting artwork for the company’s headquarters. Central to the brief was capturing the emotional bond between people and their pets, while reflecting the diversity of animals supported by Pets Place, from dogs and cats to birds, fish, and reptiles.

During the event, Valkhoff created a large-scale live painting in front of guests, transforming the space into an active, creative environment. Drawing on her established practice — known for detailed, nature-driven compositions — she developed a vibrant and emotive scene that placed animals at the center, portraying them as content, cared for, and deeply connected to their owners. Subtle integration of the brand’s visual identity, including colour references, ensured alignment with Pets Place’s positioning.

The live aspect of the work played a key role in the project’s success, offering visitors a moment of pause and engagement within the event programme. It reinforced the brand’s PetCentric philosophy, not only through the final image but through the act of making itself—visible, expressive, and rooted in care and attention.

The project resulted in a completed artwork that now serves as a permanent installation at Pets Place headquarters, acting as both a visual statement and an internal cultural touchpoint. It successfully combined brand storytelling, artistic integrity, and audience interaction, demonstrating the value of live art as a tool for communication and experience.

Want to discover more STRAAT projects? Check our STRAAT Projects page.