Artist and self-described “reinventor of normal” Dominic Wilcox has created an exhibition that caters specifically to man’s best friend, now open on London’s Tanner Street.

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Drawings were created in yellow-blue tones, which are visible to dogs’ eyes, while frames hang low to the floor in order to capture canine passersby.

In addition to the work on view, there are also interactive areas. For instance, there’s a simulation of the breeze felt from a car window as well as dancing jets of water that mimic sprinkler systems. Lastly, a life-size, immersive bowl—not unlike the ball pits of your childhood—is filled with toy balls resembling dog food, with large, meaty chicken bones sitting on plinths for dogs to drool over.

Courtesy MORE TH>N.

“All the fun artworks and installations have been designed with dogs in mind, so it’s the perfect day out for you and your best friend,” says the exhibition’s website. Veterinarian Robert White-Adams acted as a consultant on the project to ensure all objects provide maximum canine enjoyment.

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The exhibition is, of course, a marketing gimmick, but it is also for a good cause. Created in conjunction with More Than Pet Insurance as part of their #PlayMore campaign, the aim is to encourage pet owners to play more frequently with their pups, as well as to raise money for the RSPCA. For every dog owner who pledges to play with their canine companion for more than 15 minutes a day, More Than will donate £1 to the long-running animal sanctuary and charity.

Courtesy MORE TH>N.

From the looks of Wilcox’s Twitter account, the show is indeed a hit, with dogs lined up in the gallery, gazing serenely at various framed works, including one titled Drumstick Park.

The event is open for two days only—from August 19-20—and though it’s free for humans and their furry friends, More Than’s website warns that space is filling up quickly.