TikTok will host an immersive pop-up store concept for creators and platform enthusiasts to experience in London – an IRL ‘For You’ House.
#ForYou is one of TikTok’s longest-standing hashtags, but also the page where its algorithm collects videos it believes users will enjoy watching based on their past behavior on the app.
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Now, TikTok is about to launch an IRL #ForYou experience and creator space in the Westfield shopping mall in London, UK. The 4,000 square-foot pop-up store, distributed over two floors and 4 themed rooms, will provide a physical space where visitors can get close to the brand, immerse themselves in its trends, participate in workshops, and compete in creating unique content.
The space will be open starting July 22 and will remain open for 2 weeks, offering visitors the opportunity to not only experience their favorite content in real life but also to create content using interactive photo and film booths.
The four rooms of the “TikTok For You House” are conceived to represent four sections of popular TikTok content: “The living room” is designed to be the hub of the house and celebrate the power of editing. “The kitchen” will represent viral recipes and cook-offs. Content related to beauty and fashion, as well as transformation challenges, will be hosted in “The dressing room.” Sports tips and dance routines will take place in “The garden.”
Visitors can book slots in workshops from Monday to Wednesday, and participate in them from 12 pm to 6.30 pm between Thursday and Sunday, to learn, create, and share their own content both, on London mall’s screens and on live streams hosted on talents’ TikTok channels.
Kyle Thomas (@kylethomas, 27.7M followers), comedian Ehiz Ufuah (@_ehiz, 10.3M followers), Michelin-trained chef Poppy O’Toole (@poppycooks, 1.6M followers), and freestyle footballers Jeremy Lynch (@jeremylynch, 11.4M followers) and Ben Black (@ben, 3.2M followers) will be hosting the live stream.
The TikTok For You House will also offer dedicated “Trust and safety sessions” where teens – or their parents – can learn how to keep their teens safe on the platform.
“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,” explains Holly Harrison, fashion and retail brand partnerships, at TikTok. “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.”
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