TikTok reaches the offline world with its first “TikTok For You House”

by Vanessa Guzek

TikTok opens its first physical store in the Westfield London shopping center.

The first TikTok For You House opens on July 22 as a pop-up store designed in 372 m² of space on two floors of London’s Westfield shopping center. The store will remain open until August 8.

It is not about selling products, but rather unique experiences. The TikTok For You House will present trends born on the platform, which can be booked as real-life sessions.

The social platform describes TikTok For You as a “unique IRL experience” that aims to bring together the UK’s best TikTok talent across family, food, fashion, and consumer trends.
The overall experience combines the offline and online worlds for Westfield consumers.

“TikTok has become a cultural phenomenon,” says Harita Shah, UK marketing and creative, media, events and brand director for Europe at Unibail-Rodamco-Westfield. “Many of our visitors are inspired by it, whether it’s fashion trends, the latest home style influencers or ideas for food lovers. The physical space in Westfield offers shoppers the chance to experience TikTok and its most popular creators.”

The design of the showroom is based on the TikTok interface with its trending clips. Visitors will be able to interact with successful influencers and create their own mini-movies. To do so they can book sessions for £ 5 (€ 5.85) and learn from the influencers how content is made for TikTok.

Britain’s most successful TikTok creators such as teenager Kyle Thomas, comedian Ehiz Ufuah, Michelin-star chef Poppy O’Toole and freestyle footballers Jeremy Lynch and Ben Black will be taking part.

The centerpiece of the house will be the Living Room, where editing features will be showcased. The Kitchen will feature recipes and cooking, and the Dressing Room will feature fashion and beauty. In the Garden there will be any sports activities, as well as dance sessions. Information will also be given to parents on how to keep their children safe on the platform.

A recent report “How We Shop:What’s Changed “by Westfield Shopping Centre showed that Londoners’ desire for in-store experiences has increased from 48% to 52% since 2020. According to the report, consumers want to get out of their homes and back into real experiences. And nearly 20% of shoppers want more immersive digital experiences.

TikTok, Instagram and other social media channels have become increasingly influential among consumers in recent years when deciding where and what to buy. A physical space allows them to bring their digital platforms to new potential users. Shopping malls like Westfield see this as an opportunity to attract more visitors again after the Coronavirus-related drop in consumers.

In addition, to further enhance its online platform, TikTok recently announced that it will soon offer users the option to create videos up to three minutes long to make the app more attractive to influencers and creators.

f you are in London between July 22nd and August 8th, don’t miss this opportunity to live a unique experience.

You can book a workshop for creators at the TikTok For You House by clicking here.  And for general reservations click here.

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