Each property - whether its a Georgian manor or quaint cottage - will be constructed from cardboard, and will be designed to house feline tenants. The inspiration behind the activation derives from Blue Cross' observation that cats love cardboard boxes, as well as the fact that they require a private place to have some quiet time where they won’t be disturbed.
The charity is also using the activation to raise awareness of the hundreds of homeless and unwanted cats currently in its care, all of which are in need of a real home to call their own.
The architects behind the cardboard pet houses include journalists and bloggers, designers, retailers, 3D design university students and school children. Box homes on offer feature designs such as a tropical tepee, thatched cottage and a palatial Taj Mahal, and visitors can bid via a silent auction ballot. All proceeds will go towards helping the thousands of homeless, unwanted, sick and injured pets that Blue Cross cares for each year.
Ryan Neile, head of animal behaviour at Blue Cross, said: "Cats are very inquisitive and love to explore new things, so most won’t hesitate to jump inside a cardboard box. Owners often provide cardboard boxes for kittens to climb and play on and jump in and these early experiences create an affection for boxes in later life. Cats also love to hide and feel safe and secure, they will often seek out dark nooks and crannies with high sides."
The event will take place on East London's Leornard Street from 26-29 April.
In January, Blue Cross staged a 'Work Out like a Dog' bootcamp experience to raise awareness of the importance of exercise to a dog's health and happiness.
More: In 2015, The Economist launched a cat poo coffee subscription campaign in Ireland and the Netherlands with agency Sense.
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