Cool brands keep each other warm this winter

Frame’s dance, fitness and holistic studios are right smack-bang in the middle of “the greatest two little suburbs in the entire world – Shoreditch and Queen’s Park.” So with such established locations, we were intrigued to find out what compelled Frame to pop up at other venues through their new pop up series ‘Frame on the Move’.

Frame on the Move will see Frame classes popping up at various locations around London and nationwide, ranging from rooftops to nightclubs, to churches and even clothes stores, creating incredible one-off experiences on top of a damn good work out!

Each Frame on the Move experience will be full of suprises, from tea on arrival or post-workout make-overs, live djs to green juices.

We Are Pop Up caught up with Frame’s co-founder Pip Black, to understand what a collaboration with another brand can bring to a pop up project.

We love the Frame Studio, why take Frame on the Move?

Frame on the move aims to create unique experiences to convince the population that ‘exercise’ doesn’t need to sit out on it’s own limb, but is actually just part of your overall lifestyle, and can link in with food, music, cocktails, movies and other pastimes we love.

A secondary aim is to take Frame out to locations that suit people who don’t live near one of our permanent sites. Most of our ‘MOVING’ is set to happen in January, when health and fitness is at the forefront of everyone’s minds, but it doesn’t mean that we should stop going to our favourite restaurants and bars… lets work out in them instead!

Frame on the Move yoga on Boundary Rooftop was beautiful this morning. We Are Pop Up certainly enjoyed it, but what does a collaboration like that bring to your brand?

The collaboration with Boundary Rooftop came about due to us wanting a zen rooftop space with views to showcase our wonderful yoga teachers, and the Boundary wanting to promote their new ‘glass box’ allowing for rooftop events and drinks all year round. I couldn’t think of a better place to do a yoga class, and the Boundary staff have been incredible helpful and positive about the idea… (nothing to do with the amount of stretchy ladies on the roof!) It works so well because the time we want to use the space, the rooftop was currently not being used… so it’s not affecting their normal operations.

As the Boundary is such a unique and classy venue, it brings really positive connotations to the Frame brand, adding a hint of luxury to what we do!

What advice would you give to anyone thinking of popping up in partnership with another brand?

Make sure the brands ‘fit’ – nothing worse than working with a brand that’s trying to talk to a different demograph. Also make sure both sides are working equally on the project. I’ve found myself in a few situations in the past where i step back and realise Frame is providing everything… venue / staff / marketing / database… and the other brand is basically just taking the piss, sitting back and doing nothing!

What brand partnerships have worked well?

We did a big collaboration with Sweaty Betty, with FRAME RAVE in September!

And any forthcoming exciting brand partnerships you can share with us?

We are planning some really exciting things with Nike for January, alongside working with Paradise by way of Kensal Green, Casa Negra and The Hoxton.

To book Frame on the Move, see here

To pop up in Frame’s Shoreditch or Queen’s Park studio, see here.