When Penguin Random House approached us about creating a book launch with a difference, we were instantly intrigued and couldn’t wait to read the book to get inspired.
It was a dark, young adult fantasy novel called Knights of the Borrowed Dark, following a secret order that battles shadow beings from another dimension completely unknown to the rest of us going about our everyday lives. It was exciting, ambitious, and right up our street.
Penguin wanted to go beyond the traditional book launch experience to create something immersive, dramatic, and unforgettable. We found a venue that brought the story to life: an original Elizabethan wooden house tucked away off Brick Lane in London. It was the perfect match for the secret headquarters described in the book.
We set to work casting the main characters – some from our trusted pool of professional actors, and others selected especially for these roles. They remained fully in character throughout the night, interacting with guests as if they were new recruits to the Order, learning how to fight the shadows.
Upstairs, we designed a chilling encounter: a full incursion by the shadow beings, complete with an original soundscape and a custom-built puppet.
Working with a fight director, professional props, and a skilled makeup artist, we created a rich, immersive experience that pulled guests right into the world of the book.
The result? An unforgettable launch that brought the story vividly to life, generated powerful word-of-mouth, and gave attendees – from booksellers and journalists to educators and influencers – a reason to champion the title. Knights of the Borrowed Dark went on to become a widely celebrated series, and this event played a key role in positioning it for success from day one.
