The temporary For You House store will not sell any products - it will be a place for meetings and themed workshops.
For You House will open on July 22 in collaboration with Unibail-Rodamco-Westfield and will be located in the company's flagship Westfield London shopping center. It is the first time TikTok is launching this kind of space in the UK.
The pop-up store will allow fans to interact with the platform's stars, get creation tips and ideas for new videos. Influencers including British teenager Kyle Thomas, comedian Ehiz Ufua, chef Poppy O'Toole and freestyle soccer players Jeremy Lynch and Ben Black will offer sessions at £5 ($6.95). During which they will talk about how to create content for the platform.
In addition, aspiring TikTok stars will be able to sign up for free sessions to use the space to create their mini-movies. There will also be safety workshops for teens and their parents.
The 370-square-foot store has four themed rooms - a living room, dressing room, kitchen, and garden. It will allow course presenters to demonstrate different ways to use TikTok clips to promote niche products. For example, the garden could promote outdoor products, the kitchen could promote small appliances or food, and the dressing room would be a great place to promote fashion items.
The opening of For You House is part of a program by the owners of Westfield London to bring visitors back to shopping malls. And in this context, a recognizable rave such as TikTok is likely to be the perfect partner, being the ideal lure to attract a younger audience. The store will be open until August 8.
Despite increasing competition from similar apps, TikTok continues to lead the app in downloads and is posting substantial growth numbers around the world. And this trend has significantly intensified during the pandemic. The latter, however, could mean that TikTok's popularity growth will slow down as soon as people are able to return to their everyday lives.