Credit: Westfield London

TikTok partners with physical retail destination to bring IRL experience to consumers

The ultimate #IRL creator experience will launch at Westfield London with Kyle Thomas, Ehiz Ufuah, Poppy O’ Toole, Jeremy Lynch and Ben Black in residence.

Westfield London is teaming up with leading short-form video and entertainment platform, TikTok, to bring the UK’s biggest creators to the centre for a unique IRL experience in the UK’s first TikTok “For You” House.  Uniting the UK’s best TikTok talent across a range of different verticals including family, food and fashion, consumers will be able to experience the ‘For You’ Page in real life in a house style format with different creators and activities this summer in a UK first for the brand. The 4000 sqft House with four themed rooms set over two floors will be open from 22nd July – 8th August.

Celebrating community and creativity, whilst bringing the online experience into physical spaces, each room in the TikTok ‘For You’ House will highlight trends born from the platform, bookable as real life sessions. Consumers can immerse themselves in the world of TikTok in a physical space at Westfield London with the UK’s most followed TikTok creators with a combined following of nearly 100 million followers – Kyle Thomas, comedian extraordinaire Ehiz Ufuah, Michelin star chef Poppy O’Toole, freestyle footballers Jeremy Lynch and Ben Black.

The house has been designed to create the ultimate experience and a backdrop where visitors can learn, create and explore. 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 & Safety sessions will be conducted too for parents to learn how to keep their teens safe on the platform. The immersive experience combines the offline and online worlds, bringing a taster of many passion points, from sports, to beauty, food, and entertainment – with some sessions hosted by Creators to be enjoyed by everyone at Westfield London. 

Holly Harrison, Fashion & Retail Brand Partnerships, TikTok, said of the campaign: “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, Marketing Director UK and Creative, Media, Events, & Brand – Europe, Unibail-Rodamco-Westfield comments: “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.”

With recent How We Shop: What’s Changed research showing that London’s desire for in-store experiences has increased since 2020 (52% vs 48%), consumers want to escape from their homes and get back to fun experiences in real life. Almost 20% of shoppers also want to see more immersive digital experience and the partnership with TikTok uniquely combines the best of both. This event is one of the first this summer in a series of events and experiences that will be hosted at Westfield London and Westfield Stratford City to reach consumers in new and exciting ways.

The TikTok ‘For You’ House will comprise of bookable creator workshops in line with government safety guidelines from Thursday to Sundays for customers to attend from 12pm-6:30pm. These sessions are designed for guests to learn, create, and share their own content on Westfield London’s in-centre screens and through talent’s livestreams on own TikTok channels.  From Monday to Wednesday, the house will be open for customers to book slots per room to film creative content through interactive and live photo and video booth experiences, with complimentary TikTok ‘For You’ House merch offered to consumers. 

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