Executive Summary
This report will propose an innovative shopping space using the concept of pop-ups Spanning over six weeks, pop-ups (food and drink) will innovate their ways of engaging with consumers The personality of this project is heavy on health and beauty, feeling good, active lifestyle, self-betterment This project encourages hobbybuilding and self-development Social media and content creators (influencers) have played a big part in shaping how consumers and brands engage with each other Content creators are building own communities online (platforms like Instagram and TikTok), meaning content consumers are influenced through viral trends, viral brands and products. Influencers not only influence consumer purchases, but also experiences. More and more brands are integrating pop-ups at Instagrammable locations, like Coachella or even central London, to stimulate influencer content which leads to high brand awareness and higher sales. Therefore, this project will take an experiential consumption approach, rather than a product-centric one. Key objectives of this project are:
Have 5 influencers post pre-event content, showing their audience their invitation to the event, as well as sharing what people who are attending can expect from the event.
Have at least 2 000 people attend The Launch.
Daily TikToks and Facebook posts highlighting each pop up ’ s USP, getting the message out there, encouraging people to visit
Have 30 people sign up for the Gardening with John and Kim Wilde workshop
· Go viral with at least one TikTok video
· Gather 5 million views across the TikTok page
Brand selection includes six retailers (a mix of major labels and independent) and four food and drink vendors Each pop-up has been selected to best represent the core purpose and values of Bloom Collective The development of this project took design thinking approach and gathered ‘outsider’ feedback to support the proposed ideas This feedback is presented in green bubbles throughout the report
tIIn 2020, BBC London posted a short Youtube video giving insight into a social media influencer’s life Zoe, a mum-fluencer[1], is sometimes paid by brands to wear their clothing for her Instagram posts that can reach 140K followers. For example, M&S pays her and gives her creativity freedom to include their products on her Instagram feed, as a strategy to increase their own sales (BBC London, 2020). However, retailer and influencer partnerships go back as far as the start of Instagram (MagnatesMedia, 2022).. The rise of TikTok and Instagram have undoubtedly reshaped business strategies of retailers, as well as provided paid jobs for content creators (MagnatesMedia, 2022)
Brands are collaborating not only with influencers with whom they share a target audience with, but also viral sensations that gather millions of views and can boost visibility of any brand they collaborate with (Edwards, 2024; Edwards, 2024). Like Bus Aunty promoting a major Jacquemus event in London, or more recently promoting the new IKEA store on Oxford St. (McMeekan, 2024; McMeekan, 2025).
Social media influencers are evidently generating great benefits for retailers (Edwards, 2024), as this sort of partnership has been ongoing since the start of Instagram It is indicating that new and emerging brands or new store openings could depend on influencer marketing in the future Social media consumers are expecting additional excitement and value added to in-store experiences Therefore, retailers are encouraged to blur the lines between physical stores and digital presence – in the end, store traffic will heavily depend on the strength of brand awareness online.
As high street retail is facing significant financial strains, many retailers have closed their shops (Goodley, 2025) The concept of pop-ups is starting to appeal more and more retailers, as a relatively less expensive alternative for brick-and-mortar (Chen, 2019; Edwards, 2022; Zubi, 2024) For example, it can create a sense of urgency to visit, given the limited time frame it’s open for and if there is a clear benefit to the visit (like exclusive products, influencer/celebrity presen ) (M M k 2024) It i i th t t il l on the lookout for the next perfect opportunity it provides product/brand excitement and incr influencers too.
[1] An influencer, who often is a mum themselves, with a
The Future of Retail & The Role of Influencers
Consumers are undeniably spending more time on social media than ever before Naturally, they seek connection with people online who they share values with, or aspire to Through authentic content, consumers confide in influencers for product recommendations guiding their purchase decision making (Zak and Hasprova, 2020) 74% consumers[2] have been influenced to buy a product because an influencer recommended it (Shein, 2024) Retailers often select influencers based on who can represent their brands in the most authentic way possible (Edwards, 2023)
For example, a successful brand-influencer collab was Collection Cosmetics make-up and Zoella In her early Youtube days (2013), Zoella consistently shared her love for a Collection concealer – all of her content was not sponsored by the brand, however her audience could read her genuine love for the product Fast forward to 2025, Collection partnered with Zoella for a concealer campaign and brought back the legendary concealer back to her make-up routine Audience applauded both the brand and the influencer for an authentic comeback and the collaboration match made in heaven Although it is unknown how much the campaign affected their sales, it is clear that it has increased brand awareness, authenticity and reputation (May, 2025)
2012
Zoella @ Youtube
2025
Zoe Sugg @ Youtube
Amy Skelton @ TikTok
User-generated content (UGC) is any content that is produced by app users (like TikTok and Instagram), rather than brands themselves. UGC includes not only influencer content but any product review, hauls, or every-day content that features a brand or product. UGC is especially powerful as consumers find it to be the most trustworthy form of product recommendations and marketing (Hund, 2024). It provides social proof as to what is on trend, and creates urgency due to fear of missing out (Kuzminov, 2024). However, the way that brands can encourage content creation online is through experiential branding (Koivisto, 2020). Survey found that 98% of consumers have shared content from events and experiences (EMI and Mosaic, 2016). Brands are bringing unique experiences to retail to enhance the in-store experiences. Pop-ups are especially a great opportunity for brands to drive engagement, due to the space allowed for creativity and innovation. Some latest trends in brand pop-ups are photobooths, vending machines, claw machines, cafes and many more (Grad Girl Marketing, 2025). An aesthetic environment and a special way to engage with a brand is a shareable moment that social media users are inclined to share online (Zubi, 2024) In case of influencers, they create buzz and urgency for others to engage and visit too, as pop-ups tend to be short-lived
Consumers are seeking additional value to their purchases (most of which are for hedonic uses these days), and are choosing brands that can impress them the most (Edwards, 2024; McMeekan, 2023) The future on traditional retail is that brands are encouraged to embrace the age of influencers and take advantage of social media, as it allows ‘effortless’ marketing (Wielki, 2020) However, retailers are left with a crucial task – capture consumers attention via immersivity, creativity and engagement It is no simple task due to concentrated markets and short attention spans of consumers
FTP, 2019
The Experience Edit, 2025
Coyne PR, 2025
Sweety High, 2023
Kylie Jenner, 2019
Shea, 2025
The Summer 2025 Pop-Up Concept
Consumers in the UK are actively seeking ways to improve their wellness and overall lifestyle – from eating habits, to leading more active lifestyles, to taking care of mental wellbeing by taking up hobbies and taking care of their home space (McKinsey, 2024; Statista, 2024; Coffey, 2024; Forbes, 2024) A pop-up shopping space will deliver an experiential shopping space for the health-conscious consumer
BLOOM
Set amidst the greenery and scenic view of the nature within Harrogate’s Harlow Carr Gardens. This shopping space aims to cater towards the health-conscious consumer within the affluent area of Harrogate. This project will deliver value to the to the consumer as well as create aspiration to potential consumer with the interest in health and wellbeing. Values surrounding this project are:
Activity-based wellbeing for the mind and the body
Personal growth – hobby building, style and wardrobe building, nutrition knowledge
Community and collaboration focused approach
Aspirational angle – tools and opportunities are presented for one to become their best self, one step at a time
(Ditadi, 2023)
(Sicard, 2023)
(Tug, 2024)
(AI generated)
(AI generated).
(AI generated).
(Tanase, 2021)
(Richardson, 2021).
(Terp, 2019).
‘Lululemon has been one of the brands allegedly ‘exposed’ by East Asian manufacturers to be extremely cheap to produce, therefore consumers may doubt the integrity of the brand and product quality’
Brand Selection
Sally’s Beauty – a UK beauty retailer know for salon-quality professional products This pop-up will host a 15-day workout challenge in collaboration with Gail’s Bakery. Consumers that complete the challenge will receive a reward from the bakery (a goody bag basket with special-made ephemera). In addition to this, there will be one hairdressing and one makeup masterclass, led by specialising influencers. Consumers can purchase salon-quality products on the spot.
LNDR Activewear – A UK based activewear brand that produces its top-quality products in Australia. This pop-up can encourage consumers to participate in the Sally’s workout challenge, and vice versa.
LNDR, ND
Gather&See, ND.
standalone digital presentations on fashion and the environment
while COS activewear is UK based, they are owned by H&M, who is a known producer of fast fashion’
photobooth style AI-powered colour and style analysis booth
ocean-themed selfie space
Gather&See – a sustainable designer brand based in the UK Gather&See alongside LNDR Activewear will house AI-powered booths that will conduct colour analysis and give style recommendations based on skin tone and body type Colour and style analysis are normally done in-person and can be costly With the help of technology, this will become quickly accessible and affordable The unique way of interactive engagement will drive the customer and community centric approach of these brands, as consumers will get additional value and experience alongside top-quality products from these brands
Ecoalf – a contemporary Spanish fashion brand It has clear vision and mission to provide made-to-last, ethically produced fashion to build a wardrobe full of staples Ecoalf will produce an interactive show to spread awareness on impact of fashion production and extreme consumption The pop-up will feature a selfie space with an ocean themed background to encourage photo sharing to further spread the message
‘People are more receptive to seeing in-person presentations of information’ ‘Sustainability is a huge factor, but people are tired of having to scavenge for it - most physical stores are fastfashion’
Ecoalf, ND
(AI generated)
(AI generated)
(AI generated)
‘Boots won’t provide any wow factor’
‘Introducing activities will nurture people’s spending and incline to come back again’
‘Provide value other than just product’
‘more innovative way to connect with brands’
launch party
gardening workshops celebrity/influencer led workshops on gardening and home styling
John Lewis – a well-loved UK brand known for its vast variety of products across different departments
John Lewis will contribute towards the ‘home and garden’ aspiration of consumers This pop-up will host a headliner event, stream TikTok lives, and encourage consumer involvement in the activities Activities will include gardening, weekly TikTok series on home styling tips, and a celebrity book signing event
Holland and Barrett – a UK brand that is trusted to provide a wide range of food supplements and organic food products The brand’s audience is health-conscious individuals, especially women aged 40+ (Brown, 2023) This pop-up will stimulate influencer content creation through a headliner event where the brand will launch a supplement brand ‘lemme’
lemme, ND
John Lewis, ND
(AI generated).
lemme
(AI generated).
(AI generated).
‘swap Greggs and Krispy Kreme with ready to eat fruit from independent vendors, swap Waitrose and M&S with independent farmer fruit and veg vendors’
Torres, ND
Foodtruckers, ND
All-day Farmer’s Market – fruit, veg and other local farm products. Consumers can do a grocery shop to take home, straight from farmers.
Tru Foo Juice Bar – Independent juice bar making fresh drinks on the spot. The company has inspiring backstory and is an authentic business that cares about quality and their juices.
Gail’s Bakery - a well-established bakery in the South, that has an opportunity to start gaining brand presence in the North Gail’s offers fresh bakes, pastries, bread and top-quality coffee The perfect spot for a mid-day coffee break and to pick up fresh sourdough to take home
Joe & The Juice - a known sandwich bar that uses top quality fresh ingredients They also can cater to vegan and gluten-free diets
Fruit To-Go Vendor – an independent ready-to-eat fresh fruit stall Chopped fruits come in a paper cup with a wooden fork Flavour up with: Mexican Tajin, chocolate, whipped cream and matcha, caramel and pecan
peanuttandjelly @ TikTok, 2024
‘Shoppers want to be active and healthy, but businesses aren’t providing incentives to do so. It’s always more convenient to eat junk.’
Target Audience and Consumer Engagement
The consumer profile for Bloom Collective has been identified as affluent residents residing in Harrogate and the surrounding areas, primarily women aged 30-55. This type of consumer has interest in a healthy lifestyle and is actively seeking it or is aspiring to achieve. They care about nutrition, shopping independent, quality products, and desire to uplift their life inside out. They are positive people and love to slow down to take time to care for their mental health by seeking hobbies that involve healthy habits, like working out or gardening. They understand the importance of family, community and care for the environment and sustainability. They invest into themselves – quality food, workouts, quality clothing, home and hobbies – and believe in delayed gratification. This type of consumer may be self-employed, work remotely, work as a stay-at-home parent, or be already retired. They own a car and a house that they also like to invest into and upkeep its appearance. They have kids that they often spend time with outdoors at places like parks, farms, gardens or retail parks. They are well-travelled and go on holiday at least once a year – either July or December.
They use social media like TikTok and Instagram Their profiles are photos of their travels, being out with children, having beauty treatments (like hairdressing or nails), and any event or experience they attend Their list of following include mum-fluencers (including fashion influencers), travel influencers, health influencers and food influencers. They especially support those who spread and support good causes and believe in doing good. Having a shopping space surrounding values of health and wellbeing, that is supported by their, almost role-model, influencers peaks their interest. For them, it is the perfect day out at the Harlow Carr Gardens with children or girlfriends, ability to have a workout, shop around, eat healthy and attend events, all I one place.
This target market will love the brand Ecoalf.
(AI generated)
(AI generated)
(AI generated)
Event Proposals and Influencer Collaborations
Three Key Events
1 Launch
24 May th
‘Superdrug Presents’ type of event is so powerful at attracting consumers and UGC
Bloom Collective’s opening day is decorated with white and yellow balloons, there is signage leading the way from the entrance and car park, and music is peaking everyone ’ s interest. After paid entry, consumers are met by pop-up representatives and are invited to participate in mini-games to win goody bags, have a refreshing drink, and learn more about Bloom Collective’s purpose. Brands will gather either own product or special branded ephemera to give leave a lasting emotional impression on those visiting. The launch will be an opportunity for the pop-ups to give the best impression to have the consumers come back again (entry ticket is valid for three weeks). The three-week period will give visitors to participate in the Sally X Gail’s 15-day workout class challenge, encouraging to visit again and get the full value of the paid ticket.
Alongside pre-launch event hyping via influencer content, influencers are also livestreaming on-site on launch day. Adele Roberts is a DJ and crowd-hyper for the event and will also livestream. More on influencer selection in the next section of this report.
(AI generated).
(AI generated) (Viktor, 2019) (AI generated)
(AI generated).
(AI generated).
lemme better me
14th June
Holland and Barrett will house an exclusive brand launch ‘lemme’ is a supplement brand founded by Kourtney Kardashian which is intended for women and mothers This ticketed event will take on a ‘party’ vibe and will have brunch type foods, drinks, H&B goody bags and samples The event is a great networking and socialising opportunity for visitors (including influencers) and aims to create a feeling of a community
The H&B location will create an aesthetically pleasing corner (lemme brand colour scheme), encourage a dress-code, and create a selfie space for influencers and visitors to take pictures at Olivia Purvis will share content and livestream the event, she is a mother herself and has a strong connection with her audience though The Insecure Girls Club (an Instagram account, a safe space for women to open up about anything)
Only an ultra exclusive brand launch could attract influencers, something from the US
(Wellington, 2020)
(Seliverstova, 2019) (Ficek, 2024)
(Plashchynskaya, 2019)
(Preciado, 2022)
(Schone, 2022)
Gardening with John
28th-29th June
This two-day event will be housed by a John Lewis pop-up. The first day, there will be the famous Kim Wilde, who’s taken on a career in gardening, hosting a meet greet session and book signing party Kim Wilde will lead a gardening workshop sharing tips and tricks on beginner friendly gardening, consumers who have booked a space will contribute along On the second day, the gardening event will feature a TikTok influencer who will share more advanced food gardening advice Louise’s Kitchen Garden has gathered over 400K followers on TikTok Her content is focused on growing your own food, and cooking from scratch as a cost-saving measure
Not only will this be an informative event for those aspiring in gardening skills, but also a calming and relaxing group activity, allowing a taster session for those looking for a new hobby Both Kim Wilde and Louise’s Kitchen Garden will create pre-event hype to get people to sign up for the workshop
Events 2 and 3 require event-specific tickets on top of the entrance ticket to generate income
(Roussel, 2024)
(Jaszowska, 2023).
(Getty, 2023).
(Christine, 2022)
(Getty, 2022)
(Diaz, 2021).
Influencer Selection
Amy Bell – fashion influencer. Pre-launch hype via Instagram, focusing on Gather&See and LNDR Activewear.
Adele Roberts – music and presenter personality Pre-launch hype via Facebook, TikTok and Instagram DJ for the Launch (CORQ, ND)
Jessica Olie – yoga teacher Sally’s X Gail’s workout challenge promotion via Instagram and TikTok (CORQ, ND)
Claire Hall – personal stylist Gather&See and LNDR Activewear promotion via Instagram and TikTok
(CORQ, ND)
Nadine Baggott – beauty and skincare Sally’s makeup masterclass promotion via Facebook and Instagram
Louise Pentland – beauty influencer Sally’s makeup masterclass promotion via TikTok and Facebook
Kate Spiers – interior décor ‘House turned Home’ promotion (TikTok live weekly series - more info in the following section)
(CORQ, ND)
Susanna Hawkins – interior designer ‘House turned Home’ promotion via Instagram and TikTok
Olivia Purvis - beauty influencer ‘lemme better me ’ promotion via Facebook, Instagram and Facebook
Valerie – fashion and beauty ‘lemme better me ’ promotion via Instagram and TikTok
(CORQ, ND)
Kim Wilde - a successful singer peaking in the 1980s Kim Wilde is a lover of gardening and has published books on the subject She remains a pop-star among Generation X, with 418K followers on Facebook and 70K on Instagram These platforms will be used to promote Gardening with John
2015)
(Amazon, ND)
Louise’s Kitchen Garden - lifestyle and food influencer Gardening with John promotion on TikTok and Instagram
(Merrick,
Louises kitchen garden @ Instagram, 2025
Louises kitchen garden @ Tiktok, 2025
Encouraging UGC
Beauty industry consumer engagement online is driven by immersive in-person experiences, like use of AI and picture-perfect Instagrammable environments (Stafford et al , 2024) Bloom Collective, a community of pop-ups, will deliver a shareable environment and engaging activities For example, Ecoalf’s ocean themed selfie space, AI-powered colour and styling booths, headliner events as outlined previously, viral food spots and the scenic Harlow Carr Gardens These experiences encourage user-generated content online which creates further online buzz and contributes to virality
Pandora @ Coachella, 2025
Gallery Media @ Coachella, 2025
Aperol Spritz @ Coachella, 2025
818 Outpost @ Coachella, 2025
(Hoffman, 2025)
Marketing and Promotion Strategy
Bloom Collective and its launch will be hyped on social media through influencer countdowns (influencers as outlined in previous section) TikToks will be posted in a strategic manner, for example one countdown TikTok every 2 days These countdown TikToks will feature Bloom Collective’s logo, purpose and tease upcoming events and influencer collaborations to create anticipation and allow time for consumers that may have to travel to Harrogate In addition, a TikTok account will be created for Bloom Collective, where exclusive BTS and sneak peeks will be posted, alongside own countdown content Hashtag #GrowYourBestSelf will be used to clearly communicate the core value of this project and instantly connect with consumers that seek opportunities like this Local press will be contacted to publish information for the local consumer in the papers and online news platforms that also use Facebook, X, Instagram and so on
Content coverage strategy will stretch over six weeks to maximise engagement and the overall success of the project Content will primarily be uploaded to Bloom Collective’s TikTok and influencers will promote their respective events that they will be taking part in Bloom Collective’s content will include TikTok livestreaming: live streamers will be hired on part-time basis to package TikTok shop orders as they come through TikTok shop will have mystery bundles that will include goodies and products provided by the popups. Livestreaming on TikTok and utilising the platform to its full potential, like selling goodies on TikTok shop, increases online engagement, with further nurtures UGC and visiting the site in-person.
Additionally, John Lewis pop-up will use the account to livestream weekly series ‘House Turned Home’. These six-part series will utilise influencers and hired content creators to create series on home interior, décor and uplifting one ’ s home. Prior to the series, consumers will be able to sign up for a chance to win a home makeover. Those selected will have their homes provided with John Lewis goodies, tailored just for them. This will be livestreamed on TikTok as it will resemble a reality TV show, promote John Lewis products and feed into the aspiration of having the dream home.
See Bloom Collective’s timeline in appendix A.
To summarise this pop-up concept, Bloom Collective aims to is to cater towards the health-conscious consumer within the affluent area of Harrogate This project will deliver value to the to the consumer as well as create aspiration to potential consumer with the interest in health and wellbeing Values surrounding this project are:
Activity-based wellbeing for the mind and the body
Personal growth – hobby building, style and wardrobe building, nutrition knowledge
Community and collaboration focused approach.
Influencer marketing is a crucial point of the success of this project. As consumers are shifting their behaviour towards a more convenient way of the digital world, influencer marketing and collaborations are the foundation to brick-and-mortar retail adapting to the new consumer. On one hand, this industry is producing new jobs and opportunities for ordinary people. On the other hand, it is evident that the retail industry is forced to reshape itself, inevitably having to go through a trial-and-error path. Nevertheless, in today’s concentrated markets, brands must adopt to the changing consumer habits, in order to sustain their positions in the market and avoid business downscaling (store closures). Bloom Collective has potential to be a long-term shopping space in the future, as the age of health and nutrition knowledge is here to stay, and consumers are investing into the long-term health. There are opportunities for various markets to merge and become an all-in-one shopping space: supplement businesses, beauty, gym, farmer foods and so on
C o l l e c t i v e
Reference List
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Appendix List
