TikTok to open physical retail space in London

TikTok is to open its own physical retail space at Westfield London.

UK consumers will be able to experience the short-form video platform’s ‘For You’ page in real life in a house format, with different activities taking place there over the summer.

According to the entertainment company, consumers will be able to see TikTok influencers at the space with a combined following of nearly 100 million followers.

The 4000 sq ft house has four themed rooms set over two floors and will be open from 22 July to 8 August.

Each room will highlight trends born from the platform, bookable as real-life sessions.

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.

Trust & Safety sessions will also be conducted for parents to 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,” said Holly Harrison, fashion, and retail brand partnerships, 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.”

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.”

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