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Westfield erects slick brick and mortar TikTok creator pop-up


By John McCarthy | Opinion editor

July 13, 2021 | 3 min read

London mega-mall Westfield has built a ’unique’ 4,000 sq ft experience dedicated to short-form video platform TikTok to drive post-pandemic footfall.


TikTok picks Westfield for slick brick and mortar creator pop-up

TikTok is the focus of the pop-up experience from the leading shopping mall. The social platform has called ’For You’ a “unique IRL experience“. It looks to unite the UK’s best TikTok talent across family, food and fashion and consumer trends.

It is being delivered in a house style format with different creators and activities this summer from 22 July–8 August, occupying 4,000 square feet, two stories and four rooms.

The ‘For You’ House will highlight trends born on the platform, bookable as real life sessions. Visitors are invited to immerse themselves in the world of TikTok in a physical space.

It worked on the scheme with some of the UK’s most followed TikTok creators with a combined following of nearly 100 million followers – Kyle Thomas, Ehiz Ufuah, Poppy O’Toole, Jeremy Lynch and Ben Black.

The Living Room is the hub of the House, showing the power of editing, The Kitchen will showcase viral recipes and cook offs, The Dressing Room will host beauty, fashion and transformation challenges and The Garden will teach the best sports tips and tricks and dance routines to achieve sporting TikTok fame. As part of an education piece, trust and safety sessions will be conducted too.

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.”

Harita Shah, who leads marketing for the event on the Westfield side added: "TikTok has become a cultural phenomenon. It’s where many of our visitors are getting their inspiration from, whether that’s fashion trends, the newest home styling influencer or foodie fads.

”Having a physical space at Westfield London gives TikTok the chance to immerse shoppers and new creators in full 360 experience where the best of the online platform merges with a real life experience. The TikTok House will bring together community and creativity, which is at the heart of what both brands do, and we have no doubt the space will be a huge success this summer.”

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