The study draws on the illustrative case of Bjarke Ingels Group(BIG), one of the most renownedarchitecture firms in the world. Analyzing BIG’s communication over the last decade, thestudy illustrates and conceptualizes pragmatic poetic language and proposes aset of principles characterizing this approach. The study contributes to theemerging literature on future-making by introducing pragmatic poetic languageas a performative device organizations can employ to co-imagine desired futureswith stakeholders.