Europe’s biggest vintage store invites new brands to pop up

Time Out London’s best vintage shop.
Featured in’s top 10 things to do in London.

Blitz London, on East London’s Hanbury Street just off Brick Lane, could not be further from the stereotype of a stuffy dealer selling dusty old second-hand clothes. Described by the New York Times “like a contemporary art exhibition”, the breathtaking 6,000 sq ft 19th century brick warehouse boasts 20,000 unique, genuinely hand-selected pieces with fresh deliveries every week, decadent chandeliers and five rooms over two floors. Ranging across mens and womenswear, clothes, shoes and accessories from the 60s to the 00s, Blitz is the savvy vintage-shopper’s retail dream.

The team behind this retro mecca decided to list not one, but three spaces in their store on We Are Pop Up as three separate ShopShare opportunities. Dedicated to providing a unique retail experience for their adventurous customers, Blitz is now looking for exciting new brands and designers to complement their tried and tested retail offer. With the options of renting a rail, concession or the coffee bar now available, We Are Pop Up spoke to Blitz about what they’re looking for in a brand collaboration.

What makes Blitz great for brands wanting to pop up?

Time Out voted us the ninth best store in London – out of anyone they can be assured to be aligned with a strong brand. Blitz generates large amounts of highly targeted footfall, so we recommend that brands research our customer profile to match with their own target customer.

Why have you chosen to host other brands in-store?

We feel that it is a great way to make our store more interesting and to have more people talking about the business.

What are you looking for in a brand that wants to collaborate?

We want them to be really excited to partner with us and it’s important to consider that Blitz, as an experience store, is always looking to present new, creative ideas.

Describe Blitz in three words.

Contemporary. Fresh. Democratic.

What can we expect from the collaborations?

Blitz is really excited at the potential to work together with London’s creative community. We feel that our brand loyalty, the feeling of goodwill from customers and excitement new people get when they walk into our store can help to infuse your brand with energy and give new labels a great opportunity.

For established brands who are looking to connect and reinforce their message with a targeted yet diverse customer, Blitz will be a perfect location. We occupy an incredible space, a 150 year old Brick warehouse off Brick Lane; we are mainstream but with an edge.

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Start your own dream collaboration with the spaces available in Blitz, or find your own ShopShare opportunities here.


Follow Blitz on Facebook / Twitter / Instagram

Top 10 inspiring pop-up shop design boards

In need of some visual inspiration for your next pop-up project? We Are Pop Up often heads to Pinterest to take a look at some of the amazing ideas that are out there. With these top 10 design boards, get your creative juices flowing and discover inspirational window displays, in-store designs and visual merchandising ideas.

Combined with the expert advice from Daniel Peters of BBS Clothing on how to create the ultimate in-store experience for your customers, you will be well on your way to blowing their minds.


Tomoko Ikeda’s – “Fixtures”

Follow Tomoko Ikeda’s board Fixture, Pop Up Shop on Pinterest.

Dawn Gonzales’ – “Visual Merchandising Inspiration”

Follow Dawn Gonzales’ board Visual Merchandising Inspiration on Pinterest.

Norma Morales Perez’s – “The Pop Up Life”

Follow Norma Morales Perez’s board The Pop Up Life on Pinterest.

Sara Orte’s “Pop Up Stores”

Follow Sara Orte’s board Pop Up Stores on Pinterest.

Alice Henderson’s “Shop Interiors”

Follow Alice Henderson’s board Shop Interiors on Pinterest.

Alston Wise’s “Pop Up Shop Design”

Follow Alston Wise’s board pop up shop on Pinterest.

Marisa Pinana’s “Retail”

Follow Marisa Piñana Rovira’s board Retail on Pinterest.

If Creative’s – “Retail Experiences”

Follow if creative’s board retail experiences on Pinterest.

Anna Wallis’s “Pop up stores”

Follow Anna Wallis’s board Pop up stores on Pinterest.

Anna de Leon’s “Booth Setup”

Follow Valerie Anne de Leon’s board Booth setup on Pinterest.

Where do you look for great interior and shop design inspiration?


How Percival in Soho created a Killer brand collaboration

Take a stroll down heritage-steeped Berwick Street and you’ll find everything that makes London’s Soho great. Independent vinyl shops, traditional London pubs, bespoke tailoring, textiles, and one of the capital’s oldest markets, all nestled in one of the most vibrant and diverse neighbourhoods our city has to offer.

Adding yet another jewel to the location’s crown, the street now also boasts a wealth of the hottest independent menswear labels currently on the market. Opening shop in 2012, one such disciple of Berwick’s buzz is Percival Clothing, a retail haven for the eccentric gent looking for something more than just the same-old trend-led consciousness. With a savvy hunch about the street’s retail inclination, the founders set up shop, studio and headquarters at number 43 before being joined by many others such as Nudie Jeans and Universal Works, catering to their media and film-based clientele working for companies around the corner.

Originally started in 2009 by designers and illustrators Chris Gove and Luke Stenzhorn along with accounts director Jacob Sorkin, Percival quickly enlisted the help of friend and freelance menswear designer Olivia Hegarty, becoming the stellar line-up that runs the show today. Speaking to Olivia, she tells us that from their Dalston-based design studio and wholesaling for clothing stores in the UK and Europe, they launched a string of pop-up shops testing different areas of London before deciding on the current Soho setup thanks to the area’s attributes.


Since the beginning, the label’s lifeblood has always been to focus on carefully considered designs, pride in local production, and premium quality workmanship. With her expert appreciation of textiles and an interest in the responsibility born by all designers to produce sustainably, Olivia tells us that when it came to selecting an accessories label to feature alongside their own designs, finding the right brand match was key.

That’s where Rubber Killer comes in.

Originally started in Chiang Mai, Thailand, by eco-friendly designer Joi Wong-Savun, Rubber Killer is all about slick totes and accessories made from up-cycled road tyres and inner tubes. The label was discovered by Charlie and Nicola while they were living out there and running their previous business.

Speaking to Charlie, product designer by day and serial entrepreneur by nature, he explains that the first bag caught his eye on a wander through the walking streets of Pai in northern Thailand. A bright yellow tote with a contrasting pitch black base made from this reclaimed rubber and a super soft ‘cotton suede’ jumped out at him, and after a serendipitous encounter with the owner Joi again months later at a market back in Chiang Mai, the rest, as they say, is history.

By giving a second life to a small proportion of the 290 million tyres being dumped into landfills every year, the hardwearing totes, messenger bags, pouches and notebooks hope to make a small dent in the serious environmental issues of fire hazards, air pollution and water contamination that come with these rubber graveyards. However not only are the products eco-friendly, they’re just plain beautiful. Classic, clean cut designs and a satisfying weightiness belying each bag’s durability mean that you can in fact be both stylish and eco-savvy.


Needless to say, this devotion to quality and sustainability runs as a perfect parallel between the two brands. Speaking about Rubber Killer, Olivia explains that they were immediately drawn to the ethos behind the bags with their focus on upcycling, adding that “the quality of construction of the products is great and even though they are unisex, they sit well in a menswear store.” The importance of workmanship and textiles is also apparent in both labels – “we also like the play on materials, for example the different textures produced from the various examples of found rubber. This sits well against our clothing collections where texture and fabric choice is a big part of our design aesthetic.”

Just take a look at the yellow rain mac and canvas and rubber tote – they could have been made for each other. 

Likewise, when asked why Percival was the right choice for Rubber Killer, Charlie replies that not only the shop but the team behind it are fantastic – “if you read their biography it’s all about sustainability, so we’re on the same page. Olivia is amazing and her shop is perfect; why Percival? Why not Percival.” The positives that come with We Are Pop Up’s ShopShare become apparent too when he adds that as a brand that is new to the UK, Rubber Killer can get a slice of the action alongside this more developed menswear label. “We can piggyback on their brand identity, the persona, the lifestyle of Percival. They’re already established, already gorgeous, already out there.”


These benefits work both ways. Not only does Rubber Killer access a whole new market that is perfect for their brand – for example they were featured strongly in the store’s latest mailer – but also Percival can enrich their customer experience by bringing something new and exciting to the table. Olivia tells us that the collaboration “enhances the clothing range itself by offering something alongside it that we feel is relevant and of interest to our shoppers.”

It was also something they were looking to do by approaching labels directly, but have had much more success through the listing on We Are Pop Up. Olivia adds that “the reach is greater than we would have had through our own research and direct contact with individual businesses.” For Charlie, ShopShare enables the brand to be autonomous, allowing him the freedom to launch several ShopShares at once, testing new areas around London without having to be present himself.

Olivia explains that at Percival they realised that they could use We Are Pop Up to find interesting independent accessories companies that might like to work with them in store, and after creating their listing they had a pile of responses within days. They are already working with three, (and possibly in future, four) businesses that found them through the site.

We Are Pop Up is acting as a hub for forming new collaborations by connecting brands and businesses directly, putting them in complete control and opening up a whole new world of entrepreneurial possibilities, all at the click of a button.


Are you a shop looking for exciting new brands to join you in store? Discover hundreds here.

A brand on the hunt for new collaborations and want to team up with an established boutique? Find the perfect match here.


You can find Rubber Killer in Percival until this Saturday 18th July, or check them out in T&SHOP, a tea and lifestyle concept store. Also coming soon to The Permanent Pop Up, a new multi-brand retail space in Soho.

The face behind the space – Greg Spielberg x Ludlow Studios

Ludlow Studios is a creative retail space in the heart of Manhattan’s Lower East Side. We’re a photo studio and art gallery, but international brands and downtown creatives keep coming to us for pop ups and art shows.

Next week we have Hood by Air popping up with what I’m sure will be typical, awesome craziness. Last week it was musician Courtney Barnett who played a sold-out show at Terminal 5. In her spare time, she popped up with an art show at Ludlow in collaboration with Sugarlift, a Brooklyn-based gallery and online platform.

What’s interesting is that artists and brands are creating collaborations to drive guests, clients and awareness.

The dominant retail trend is toward creative retail, collaborative promotion and the destruction of needing to be on high street to make an impact.


Ludlow Studios is available to book now for your next pop up project. To connect directly with Greg to discuss your concept, head to the Ludlow Studios listing here.

Independent Retailer Month

Here at We Are Pop Up we are passionate about helping independent brands onto the high street, then once they are there, helping them succeed.

That’s why for the entire month of July, we’re delighted to support Independent Retailer Month – an annual campaign to highlight the crucial role that smaller, local, independent retailers have within the communities they serve, the local economy they contribute to and the retail sector as a whole.

Throughout July we will be profiling our favourite indie retailers every single day, from the best brands popping up to the super spaces on the high street we love.

And that’s not all – for every independent retailer signing up with We Are Pop Up for the month of July, we’ll give £25 off your first booking, whether you’re a retailer on the high street looking to rent out a part of your shop with our ShopShare scheme, or you’re a brand looking to pop up.

To take advantage of the offer, follow this link to sign up:

Follow us on Twitter and Facebook for top stories, interviews, insights and new spaces daily, and why not join the conversation with @wearepopup and #IndieRetail.

You too can find the perfect independent retailer for your pop-up here.


Swiss label Heritage Collection tests the waters in London with a string of pop-ups

Retail is changing. As local brands become hungry for global audiences, they want to reach customers in new cities in ways that disrupt the traditional model for doing business.

Launching a pop-up abroad is increasingly becoming a way in which businesses can test the waters the other side of the sea. By bridging the gap between ‘this’ audience and ‘that’ with a temporary store, they can build awareness, create a buzz and try different locations before they buy. One brand doing exactly that is Heritage Collection, a luxury homeware shop selling one-of-a-kind, handmade furnishings and objects steeped in Turkish cultural tradition.

Situated in the heart of the Old Town of Geneva, Switzerland, the original shop showcases Turkish workmanship with items including ceramics, hand-blown glass works and intricately embroidered textiles. Owner Ozhun Beleli speaks passionately about the products, telling us that ‘every item we sell is a limited edition, and has been hand-crafted with a rich cultural background. Everything is so unique that it would be impossible to find a similar object elsewhere.’


The brand is underpinned by an eagerness to share the masterpieces of their exclusive designers with the world – ‘we feel the same passion for our products that the craftsmen had while creating them.’ Now, satisfied with the success of their luxury boutique in Geneva, the brand seeks to spread their wealth of beautiful pieces beyond the cobbled streets of the Swiss city.

Beleli is firm in his goals for travelling the brand. ‘We started looking to cities with larger populations, multicultural audiences that are easily accessible, high volumes of tourists all year round and also with more affluent areas.’ Thus Heritage settled on starting its voyage in our very own London. Looking to launch several pop-ups, Beleli intended to gauge the market reactions with an ‘A/B Test’ in different regions before settling on a permanent store – something brands are doing increasingly in this new retail climate.

‘At this point, We Are Pop Up suggested that I think about the ShopShare concept, which was new to me. Then one day I saw the announcement of this shop, Handmade Interiors, which I thought was absolutely beautiful. When I saw it on the We Are Pop Up website I thought, ‘Why not?! It is so suitable for us’. So I got in touch with them and this is the result’


Currently available at Handmade Interiors in Little Venice, Heritage Collection resides proudly amongst the shop’s equally beautiful selection of textiles and homeware. The high quality products complement each other effortlessly – Beleli understands that looking for the right combination of brands is crucial to a successful ShopShare. ‘Even the name ‘Handmade Interiors’ was so suitable for us because all our products are handmade so it couldn’t have been a more perfect match’.

Similarly with the right choice of location, Beleli wanted to target two specific types of regions in London. ‘One is a combination of local customers as well as a stream of tourists, whereas the other area that we want to test is purely a local client base. The location we have here at Handmade Interiors is a good example of only local people visiting the shop. The affluence of the area makes it a very good market for us’.

As a brand launching a product overseas, Beleli knows that there are several important things to think about. Namely, ‘are your products suitable for the market we are looking at being in?’ With Heritage Collection, he was able to predict a demand for the products overseas based on the experience with the tourist clients in their Geneva store – many of which are from the UK.

If we were to do a list of the top buyers of our pieces I’m sure they would be in the top three. That’s why the UK and London in particular is such an attractive market for us.’


Beleli tells us that using We Are Pop Up has completely changed the way Heritage Collection is now approaching retail:

‘We were just thinking of doing our own pop-up and then it was suggested that we do a ShopShare. The concept is amazing and helped us so much.

‘I can see it happening more. It’s popular because of the low cost and sharing a salesperson. You have the existing client base… Everything! And with a brand like us it’s also good for the existing shop, bringing new products into the shop, attracting new clients, suggesting new ways of working with existing clients. It works both ways.’


Wondering if you should take your brand overseas? Read our 5 reasons to travel your brand to find out why local retailers are now global retailers.

Share the shop with Handmade Interiors. Enquire now >>

Ask the experts – how do I crowdfund my pop-up?

I’m thinking about launching my own pop-up but I don’t know how I’m going to cover the project financially. Is crowdfunding suitable for me?

Hosting a pop-up isn’t always necessarily an expensive exercise, but we know that sometimes a bit of extra help is needed when it comes to covering the costs.

There are some amazing initiatives out there for raising money towards your project which tap into the global reach of the internet. So-called crowdfunding involves creating a campaign which online communities can pledge cash to in return for rewards of your choice. If people like what they see, they’ll support you, whether you need money for a pop-up graduate art show or a breakthrough temporary restaurant.

We asked Jess Ratty, Brand Communications Manager at Crowdfunder, Michael Stewart, Communications at Kickstarter, and Sophie Giblin, artist and founder of crowdfunded pop up Kollektiv Gallery for their expert tips on how to harness the power of your fans and crowdfund your next project. 

Get a team together

When it comes to launching a crowdfunding campaign for your pop-up, our experts recommend you get a team involved. “No man is an island!” states Jess. “At Crowdfunder we know that it takes energy, passion and commitment – getting a team involved and having individual roles and responsibilities not only spreads the load, it also increases the reach of the campaign and also makes it a real team effort.”

Sophie adds that “having a talented crew committed to a clear unanimous goal will help your campaign reach your funding target. And of course creating and working with a team is fun, it helps your Kickstarter reach more people, stand out and attract curiosity amongst the vast archive of campaigns”.

Enlist the help of friends, family and likeminded creatives who share the same vision and passion behind your pop-up project. For Kollektiv, the group was made up of 20 artists wanting to open a gallery in an empty shop. Sophie explains that “we problem-solved, shared the workload, spread the word and completed the project.” Put together a pop-up team and you can both strengthen your own skill-set and build on the positivity of others.

Before you launch

Another thing to think about before launching your campaign, according to Michael, is to put in the legwork and make the most of what you’ve already got. “You should be as far along as you can reasonably go without the money. Having a lot of the work done gives you something to show, and it allows you to focus your energy on running the campaign itself.”

Even if you’re at the very early stages of your pop-up concept, make sure you go and ‘do’ something – just try it. Create something tangible that people can get behind, beyond just an idea.

Jess emphasises that planning is one of the main aspects to think about when crowdfunding for your pop-up: “setting a great target, creating an engaged network, organising a marketing plan and having some great rewards for everyone to pledge on.

“For example, Snactan eco-loving fruit jerky company, built a plan knowing exactly what they were going to do throughout their Crowdfunder campaign to promote it. They said that “contacting people directly and with personal messages was key. Starting a conversation and sharing this new exciting adventure in your life is really effective!””


Budgets and targets

When it comes to setting a goal for your campaign, Jess tells us that “it’s important to identify your supporters (or groups of supporters), estimate how much each supporter or group might pledge, and make sure that this total exceeds your target. Test and examine your assumptions as part of your campaign planning by asking your friends, supporters and family how much they may each consider pledging to get a great idea of what people are willing to pay to support you and your pop-up idea.”

Sarah Bentley from Made In Hackney, a community kitchen in London, said: “Look at your network and work back to discover how much you think you can raise. It’s got to be big enough to be worth all the effort – but it’s also got to be attainable and realistic so you don’t waste your time.”

According to Michael it is important to think about the bare minimum you realistically need to launch your pop-up. “Be sure to factor absolutely everything into that – the raw cost of what it is you’re trying to do, the cost of rewards you expect to produce, shipping, taxes, and platform fees (usually an additional 5-10%).

Pro-tip: Things always cost a bit more, and take a bit longer, than you expect them to.”

The 5 W’s

You need to think about how you will get your campaign across to potential backers. Michael advises including the 5 W’s on your page: “who are you or who is involved in the team , what is it that you’re trying to do, when and where are you doing it, and why should I care? Also the one H — how are you planning on getting it done?”

He adds that you need to make sure you share your campaign with your pop-up concept’s existing audience, as well as thinking about how to reach new ones: “Do you have online communities you’re a part of? Are there places you visit in real life that might be willing to tell folks about your thing, or at least hang a poster?”

You should upload an eye-catching project image, an informative and exciting video explaining what your pop-up is all about, and offer some interesting rewards to attract people to the campaign. Ian Slade from Stiltskin arts and theatre gives some tips for your video: “Keep it short, sweet and attention grabbing. It is all in the preparation – script what needs to be said and work out a storyboard for shots. Find the human story – who will benefit and how.”


If you’re stuck on what kind of reward you should offer, make it something creative and unique to your pop-up concept that will stand out and appeal to a wide range of people. The more money people pledge, the bigger the reward – Jess tells us that you need to “remember to create a set of different price points to suit every budget and don’t forget that you’ll want them to be good value for money.

“Also, make sure to reach out to your network when creating your rewards – you never know what people will gift you that you can use as a reward on your campaign. If you are a business with a product – it’s always great to pre-sell via crowdfunding – give your pledgers “early-bird” deals and one off opportunities.”

Alternatively, if you’re launching a pop-up gallery filled with the work of various different artists, why not take a leaf out of Kollektiv Gallery’s book. Sophie says “I asked all the artists to contribute something they’d made to the incentive list for us to raise the cash we needed. Stickers, prints, piece of arts, terrariums, bespoke artworks, workshops… the lot.”

Think about offering exclusive tickets to your pop-up launch party or discount vouchers towards your clothing line. Maybe cookery lessons at your restaurant or free coffee for a month at your cafe. What about rewarding the highest pledge with a year’s worth of screenings at your pop-up cinema?


Spread the word

It’s important to create a marketing plan that encompasses the whole of your campaign from start to finish, and even a little bit before. Jess explains that “it’s true that 90% of the work that goes into a campaign is done in the weeks leading up to launching your fundraising project. Create a marketing plan that includes messaging around pre-launch, launch, live crowdfunding and post-success thanks and awareness driving. Having a plan around social media is a great way to drive pledges and awareness.”

Sophie’s Kollektiv Gallery has run two crowdfunding campaigns which both hit 50% of their target within an incredible 24 hours and hit full funding within 2 weeks – testament to how the team built up momentum in the lead-up to the campaign.

Samantha Dobbie from The Real Junk Food Project in Brighton adds: “Facebook was responsible for the majority of our Crowdfunder pledges. We made regular updates and frequently linked to the Crowdfunder page. It was a great space to post up images of the project and gain peoples attention.”

Keep people interested

One of the most challenging aspects of running a crowdfunder campaign is keeping up the momentum to make sure people stay interested. Mike explains that “you’ll see a spike of pledges when the project is new, and again near the end when the urgency sets in. That middle section is called the plateau – keep communicating, both to existing backers and new people; share something interesting.”

Also, launch parties are not only a great way to kick off your funding campaign, but also to create more interest halfway down the line. Luke Berkley from Newquay Community Orchard says “we created a launch event which was great success – we raised the majority of our funds on that night. We also had a follow up day event midway through our campaign to keep momentum and also include families. Showcase your video, have a live link to the total so people can watch it grow, and create a buzz!”

Don’t be disheartened

Some crowdfunding platforms operate under an ‘all-or-nothing’ basis – if you don’t reach your goal in the time period you have set, you can’t keep any of the money you have raised and it’s refunded to the backers. Kickstarter uses this model and it is also an option on Crowdfunder – this is useful because it creates a sense of urgency for people donating to the project.

However, if you don’t reach your target, don’t feel defeated. Michael explains that this ‘all-or-nothing’ approach actually diminishes risk. “You might think you’re losing a bunch of money if you don’t hit your goal, but if you calculated your expenses properly, how exactly do you plan to complete your project with half of the funding needed?

“Go back to the drawing board, tweak, round up a bigger audience, and try again. That’s how Coolest Cooler did it! Here’s his first try.” Your funding campaign is a great way of learning from your audience in order to test the market and strengthen your overall concept. Sort of like an initial experiment before the experience of your pop-up.

Reward vs. Equity

It is useful to note the difference between reward-based and equity-based crowdfunding. Regular crowdfunding, such as the initiatives mentioned above, collects funds from a community for a public project and the funders then receive rewards such as tickets, discounts or custom gifts, but no financial gain. When it is equity-based, such as Crowdcube or Seedrs, the funder becomes an official shareholder in the company and gains certain rights for making decisions within the business.

For more information head to Crowdfunder or Kickstarter and start your own project now. Also, check out this in-depth manual from Kollektiv Gallery about exhibiting in a vacant space and learning how to crowdfund.


Screen Shot 2015-06-24 at 13.17.59Crowdfunder connects projects with communities to make great ideas happen all over the UK.


Kickstarter-Funded-50-More-Games-in-2013-Than-in-2012-416251-2Kickstarter is a new way to fund creative projects – big or small, from films, games, and music to art, design, and technology.



Kollektiv Gallery is aimed at emerging artists, supporting creatives who want to crowdfund and open galleries. You can read more about their Brighton pop up here.



Got something you’d like to ask the experts?

Email ‘Ask The Experts’ to with your question and we’ll put it to the panel. 

The highlights from Social Retail Summit #9

On a balmy summer’s evening in June, We Are Pop Up attended the Social Retail Summit #9 at Google Town Hall for a series of discussions about customer relations strategies for post-internet brands. Initially established in New York, the inaugural UK edition sought to delve into the reinvention of offline retail, its convergence with media and the changing disciplines of social marketing. Of the wealth of information covered, we have put together some highlights from the discussions just for you.

Alice Mayor, founder of We Built This City, a pop-up shop revolutionising London souvenirs, amazed us with the story of how the project progressed from Keynote presentation to a fully-fledged shop in a mere three weeks. “People walking past on Carnaby Street every day stopped and witnessed the project appear from nothing out of an empty space.”

She explained that opening both last Christmas and now for summer has been an excellent test for comparing between seasons, with interesting results – summer being a much more successful period specifically for tourists, with Christmas catering to locals buying presents for friends and family.

Peter Jeun Ho Tsang and Julija Bainiaksina, founders of The Dandy Lab, aim to go beyond the traditional form of retail and enhance the consumer experience using groundbreaking technology to augment physical retail space. They told us about one of the innovative ways in which they track success in-store – the metric of “experience per square foot,” which acts as an alternative data source based on creating value and making people smile (or not!) through this new approach to retail.

Daniel Peters, founder and creative director of BBS Clothing, a multi-brand business offering a curated selection of emerging and establish British menswear, emphasised the importance of creating a synergy between your online and offline presence. “Your website should mirror how you visualise the pop-up space and how you create the customer’s journey – you need to give things a realness.”

Keeping people engaged is also key – Daniel added that from his experience with organising promotional evenings at Selfridges, holding an exclusive event with a drinks reception and unique activities can lead to a 90% uplift in sales over three days.

Nicola Fry, Industry Manager at Google and specialist in the Fashion vertical, revealed some impressive Youtube statistics, including:

  • 1 in 3 millennials have bought a product as a result of watching a how-to video
  • There are two times the amount of UK views for fashion and beauty videos than there are women in the UK
  • A ‘haul’ video created by YouTube sensation Zoella, featuring her purchases from a trip to Topshop, has reached around 1.8 million views, amounting to the equivalent of 13 years of marketing engagement for the brand

Nicola added that the key points of maximising the potential of YouTube lie with understanding your brand and video category, building a community and understanding your audience.

Her top tip for creating video content? Head to YouTube’s newly launched Creator Hub for tutorials, tools and support.

Finally, we also heard from Brendan Courtney, co-founder of Frockadvisor, a social and customer service platform that supports independent retailers. He told us about their recent success, Fashion Independents Day. Taking place on May 28, it followed London’s most influential fashion bloggers as they supported the independent retailers of the city by visiting as many as possible and shouting about it on social media.

The campaign had a massive impact of 88 million, with 18.8 million people engaging with the event online. Thanks to Frockadvisor, he added, “it’s time for the artisan and indie retailers to step in and utilise their loyal following.”


Whether we’re talking about materialising an entire retail concept from deck to shop in three weeks, measuring the value of someone’s experience by square feet, or achieving 13 years of marketing reach in a 17 minute video, the world of social retail is evolving fast. It’s going to be an interesting ride for post-internet brands, with the Social Retail Summit eagerly scratching at the surface of the deluge of converging dispiclines to come.


Tart’s Kitchen wins over the fashion elite with sell-out supper clubs

Founded in 2012 by friends Lucy Carr-Ellison and Jemima Jones, Tart London started out as a unique fashion shoot and show catering company, created to remedy the stodgy pasta bakes and limp-leafed salad offerings at photoshoots of yore. Committed to providing fresh, seasonal and sustainably-sourced ingredients, their bespoke and beautifully crafted dishes have passed the lips of the likes of Kate Moss, Sienna Miller, Lady Gaga and Cara Delevingne (to name but a few).

The accomplished pair are on the hunt for a permanent place to hang their pots and pans, but in the meantime they decided to test out their concept in North West London with a temporary Tart’s Kitchen restaurant, finding the location through We Are Pop Up. Setting up home at Studio 74 on Salusbury Road in Queens Park, the duo launched a residency for six weeks over May and June in collaboration with heritage British chinaware brand Wedgewood.

Rustic, open-plan and peppered with British wild flowers, the restaurant was a feast for the eyes as well as the appetite. Bespoke menus offered something different each day, staying true to their ethos of providing the freshest ingredients available. Breakfast options included avocado bruschetta with chilli and sage fried egg, or sweet potato pancakes. At lunchtime the kitchen offered succulent salads or noodle dishes along with seafood or slow-cooked meats. Afternoon tea involved an exclusive ‘Wild Strawberry’ spread served with champagne, presented on Wedgewood’s whimsical collection of the same name.

Along with sell-out supper clubs, Tart’s Kitchen was filled to the brim every single day, with the long communal tables hosting all manner of patrons from the fashion elite to the hungry public of Queens Park. At We Are Pop Up we know that when the right brand connects with the right space, a beautiful partnership can blossom – not unlike the dainty blooms dotted on each shabby-chic surface at the restaurant. Studio 74, with its high ceilings and exposed brickwork and beams, provided the perfect backdrop for Lucy and Jemima to offer their dreamy recipes and test the in-and-outs of serving a busy restaurant for the first time.

Lucy tells us that “opening a temporary restaurant has been the most fantastic experience. The whole thing has been amazing and very rewarding. We put a lot of hard work into it and it has paid off – on a good day it was full from the moment we opened until when we closed!

“Using We Are Pop up was great – it’s very clear and helpful. The experience has raised our profile to areas other than just fashion – before we were mainly working for fashion companies but with the pop-up we were working with the general public. The suppers when our friends and family attended were so much fun, but it was great to have people that we didn’t know there enjoying themselves as well – it made it extra rewarding.”

Finally, we couldn’t let Lucy go without asking what her ideal three course meal would be if she had to select from Tart’s smorgasbord of delights:

“Right now as a starter perhaps I would go for our fillet of beef tacos we did for one of our supper clubs, which came with lots of different dips and salsas and purees. It was a fun dish! Then the marinated and grilled rack of lamb, which was so flavoursome… To finish, the cardamon chocolate and spicy salted caramel pot with hazelnut praline.”

Keep your eyes and ears out for the opening of a permanent restaurant for Tart London, coming soon to a sophisticated space near you.


If you fancy your own pop-up in the amazing Studio 74, why not take a look at the space and send an enquiry here.

Breadwinners: The British Art & Design Association is storming the creative scene in Shoreditch

The British Art & Design Association, or BADA, is a space that aims to help establish new projects in London by providing a unique platform for independent thinkers and creative doers.

Based on 70 Paul Street, a stone’s throw away from Old Street Station, the space has brought to life six diverse and exciting pop-ups in the last eight months: Parallax LondonPorridge CafeOshun CafeMapsLook Like Love, and the current tenant, 1.N.1 Project.

As it’s one of our favourite East London spaces here at We Are Pop Up HQ, we caught up with Heidi Baletic, one of the directors, about the ethos of BADA, the eclectic mix of pop-ups it has hosted, and what to expect next from this springboard for new creatives and emerging designers

We love following the progress of some of the amazing pop-ups that started off in your space and are going on to do great things. Who has been your favourite tenant and why?

That’s a difficult one – we have had so many projects and they have all been so different! Maybe one of the most surprising pop-ups was the Porridge Cafe. They did amazingly well, had a fantastic marketing campaign and the pop-up was a great success. Now they’ve gone on to open another cafe near Victoria Station.

What do you look for when it comes to choosing which tenants you approve for the space? 

We always try to look for start-up businesses because we know it’s so difficult to find a space in London with it being so expensive. For the first six months we proposed a special offer for tenants, and for one tenant we provided the space free of charge. It was a group of young artists who wanted to showcase their work – this is the kind of project we like to support; new designers who can offer something interesting and exciting.


Is there anything challenging about running a space that is purely dedicated to hosting pop-up projects?

Hosting pop-ups in the space is fairly straightforward, but one of the most difficult aspects is juggling the dates. We had a very quiet January but by March we were fully booked for the year! It’s very busy but great to see so many projects working in there.

What is the most rewarding thing about hosting pop-ups in the space?

The main thing we want to do is provide opportunities for people and support those who can’t afford the high London prices. Shoreditch is changing – it’s becoming more expensive and difficult to find space. We want to keep our prices down and provide a standard that gives emerging talent the opportunity to showcase their work.

What’s really rewarding is that we are able to support a wide variety of different artists and creative people. It’s great to see such a mix of photographers, fashion designers and artists using the space in such different ways.


What’s next for BADA?

Over the past year there have been lots of changes to the layout of the space with different projects needing different set-ups, but for the next step we’ve been thinking about securing another space in Shoreditch. It will have the same idea behind it of supporting new talent by providing an accessible space – we want to reach out and provide even more opportunities for those without somewhere to grow their creative business concept.

How have you found using wearepopup.comWhat has it meant for your business?

When we first started thinking about renting the space we started to look for what kind of options were out there. We came across We Are Pop Up having already seen some others, but we looked through the profiles of other landlords on your site as well as the tenants and thought ‘We can definitely see ourselves using this!’

Using the We Are Pop Up platform has been extremely successful for us. We’ve had so many requests from so many different types of people and projects. We found We Are Pop Up very quick and easy to use. It has enabled us to reach out to a number of artists, designers & brands with great concepts. Thank you so much for all of your help making We Are Pop Up so accessible!


> Read more about BADA tenant New York-based photographer Ricky Chapman in an interview we took during his exhibition Parallax last November.
> We met the duo behind the Porridge Cafe and found out how it came to being when they popped up in BADA earlier this year.


Looking for the perfect versatile space for your next pop-up project? Enquire at BADA.

Pop up now