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Tuesday, Oct 19, 2021

TikTok pop-up ‘house’ opens at Westfield London for video app fans

TikTok pop-up ‘house’ opens at Westfield London for video app fans

A physical site is combined with tech at a new TikTok pop-up venue in London
A ‘in real life’ experience for fans of short-video app TikTok has opened at the Westfield London shopping centre, with visitors given tips on editing and dance routines.

The two-storey ‘TikTok for you house brought to you by Westfield’ comprises four different areas, including a kitchen and dressing room, where a number of TikTok stars will be taking part in events.

Poppy O’Toole, Ellis Atlantis and Kyle Thomas will be among influencers offering sessions on creating content at different points.

The site is open until August 8 and visitors can book into workshops about creating and sharing content. They can also book space to film.

TikTok has had remarkable growth, with a report from research firm Sensor Tower earlier this month saying it was the most downloaded and highest grossing non-game app globally in the first half of 2021, reaching nearly 383 million first-time installs.

The owner of Westfield London, Unibail-Rodamco-Westfield, is among retail landlords looking at new ways to boost footfall as online shopping continues to boom and some chains close physical branches.

A number of firms expect more experiential offerings to increase on high streets, with more leisure-led sites opening in recent years in the capital, such as for axe throwing and crazy golf.

The latest 4000 square feet concept is in vacant space at the shopping centre.

Harita Shah at Unibail-Rodamco-Westfield, said visitors “have the chance to get involved in the UK’s first ever experience of its kind and unleash their inner creative in the ultimate content creator space”.

Shah added that the workshops will add a real life dimension to “what has historically been an online only interaction”.

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