THE WHAT? Westfield London has created a 4000sq ft pop up shop dedicated to social media platform TikTok, according to a report by the Drum.
THE DETAILS The bricks and mortar store, called For You, is described as a ‘unique IRL experience’ and covers two stories and four rooms.
Running from 22nd July to 8th August, the pop up will showcase family, food, fashion and consumer trends created on the TikTok platform from creators across the UK. These include Kyle Thomas, Ehiz Ufuah, Poppy O’Toole, Jeremy Lynch and Ben Black.
The four rooms are The Living Room, The Kitchen, The Garden, and The Dressing Room, which will host beauty, fashion and transformation challenges.
THE WHY? The pop up merges the lines between digital and physical spaces, with the shopping centre looking to encourage footfall in the wake of the pandemic.
Holly Harrison, Fashion and Retail Brand Partnerships, TikTok, said: “Creators are at the very heart of the TikTok experience, and to be able to celebrate them once again in real life with this incredible activation at Westfield London is a unique chance for our community to see the For You feed brought to life.
”The experience of video and retail are becoming increasingly intertwined and to be able to bring TikTok to life together with Westfield London was a challenge that our team relished.”