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Brief Published: 21 Jul 2021

TikTok’s Westfield Pop-Up Fosters Consumer Creativity

TikTok's 'For You' House

TikTok is launching a ‘For You’ space in the west London branch of global shopping centre chain Westfield in a bid to foster consumer creativity and highlight the platform’s educational credentials. The house-like pop-up will host sessions from popular UK influencers and aim to quash long-standing safety concerns for parents.

From July 22 to August 8, the 4,000 sq ft space will showcase some of the UK’s most popular influencers – including teenager Kyle Thomas (27.7 million followers), comedian Ehiz Ufuah (10.3 million), chef Poppy O’Toole (1.6 million), and freestyle footballer Ben Black (3.2 million). They will host £5 ($7) sessions on how to film and edit TikTok content in their respective fields. To keep the focus on creation, learning and sharing, the space will not sell any products, but event attendees will receive free merchandise. 

Upskilling the next generation of social media stars, the venue will allow budding TikTokers to book free slots when they can use the ‘For You’ house to create their own videos. The two-storey space is divided into themed rooms, including a dressing room for fashion and beauty content, and a garden for sports and dance challenges. 

TikTok is also running Trust & Safety sessions at the pop-up, teaching parents how to keep their children safe on the platform, while familiarising them with the brand and building trust. The local, in-person aspect of the space gives TikTok a sense of tangibility and transparency – crucial at a time when public trust in social media platforms is at an all-time low. Exacerbated by the raging infodemic, just 35% of global consumers trust the news they see on social media (Edelman, 2021). 

For more, see Phygi-Social Clubhouses in Brand Spaces: 10 Trends & Opportunities, 21/22 and Depop’s Hybrid Store Doubles as Brand Comms HQ.