Shopping center giant Unibail-Rodamco-Westfield is to bring social media platform TikTok to its flagship Westfield London mall, opening the first TikTok For You House on 22 July.
The collaboration marks the first time TikTok has taken up residence in a pop-up venue in the U.K., with the partners offering visitors the opportunity to meet successful TikTok influencers and to try their hand at creating their own micro-movies.
The 4,000 sq ft temporary venue will be open until 8 August and the outlet’s design has been inspired by TikTok’s homepage, which highlights trending clips.
While it has been widely reported elsewhere that TikTok was taking a pop-up store at the London mall, both URW and the short-form video giant were stressed to me that it is Westfield that has initiated the project as an ‘activation’, which will coincide with when most U.K. schools break for summer.
It has worked on the project with some of the U.K.’s most popular TikTok creators, accounting for a combined following of nearly 100 million – including comedian Ehiz Ufuah, chef Poppy O’Toole, British teenager Kyle Thomas, and freestyle soccer players Jeremy Lynch and Ben Black. They will be offering $7 sessions explaining how to make content for TikTok. As part of an educational element, trust and safety sessions will be run for youngsters and parents too.
In addition, aspiring TikTok stars will be able book free sessions to use the venue to create their own mini-films.
TikTok Promises Unique IRL Experience
The TikTok pop-up will not be selling products like a traditional store, although those attending events will be offered free TikTok merchandise. The ‘For You’ House will highlight trends born on the platform, bookable as real life sessions.
The social platform has called For You a “unique IRL experience” with which it is looking to bring together the U.K.’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, across two floors and four rooms that can provide different backdrops.
The Living Room will be the hub of the House, demonstrating the power of editing; The Kitchen will be showcasing viral recipes and cook offs; The Dressing Room will be hosting beauty, fashion and transformation challenges; and The Garden will be dedicated to teaching top sports tips, tricks and dance routines.
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.”
Harita Shah, who heads up marketing for U.K. events at Westfield London parent company Unibail-Rodamco-Westfield, said: “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.”
TikTok Targets U.S. Teens And Back-To-School Market
TikTok is becoming increasingly influential among youthful apparel brands such as Princess Polly and Shein and its use among U.S. teens is still growing, relative to rival social platforms. TikTok is now the second most popular social media app among teens, according to a Piper Sandler survey of 7,000 teenagers conducted earlier this year.
TikTok recently announced that it will soon be rolling out the option for users to create videos up to three minutes long in an attempt to make the app even more appealing to influencers and creators hoping to share longer-form content as TikTok reaches out to Gen Z shoppers.
In the U.S., 41% of back-to-school shoppers said that they are planning to use social media platforms to help choose what to buy before going back to the classroom, according to a Deloitte survey of 1,200 consumers – the highest Deloitte has tracked in six years of asking this question.