The Challenge
With independent pubs and high street venues under increasing pressure from rising costs and reduced footfall, Jackanory and Simply Business wanted to create a powerful, awareness-raising installation. The goal was to show what the future could look like if action isn’t taken to support small businesses.

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The Idea
We transformed the iconic Pelton Arms in Greenwich into ‘The Extinction Arms’ - a bold, thought-provoking installation designed to spark conversations about the challenges faced by the hospitality sector.

 

The Experience

• Immersive Transformation: A striking redesign of the pub, blending visual storytelling with a hard-hitting message about the decline of independent venues.

• Community Impact: The installation resonated with locals and visitors alike, turning the Pelton Arms into a focal point for discussion and awareness.

• Media Attention: The activation captured national media coverage, amplifying the campaign’s reach and highlighting the importance of supporting small businesses.

 

The Results
By combining immersive design with powerful messaging, The Extinction Arms created a statement that extended far beyond Greenwich. The project engaged communities, generated press attention, and reinforced the importance of protecting independent venues for future generations.