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How to launch a pop-up shop and bring your brand to life

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Is opening a physical retail space the right decision for your business? Find out everything you need to consider, and more with Alice Mayor

About this event

Pop-up shops come in many shapes and sizes - from concessions within existing shops through to standalone kiosks and large high street retail units - and are the perfect way to introduce your business or brand to consumers before taking the plunge into longer-term retail.

If you’ve got an idea for a pop-up venture, or want to move your business into a physical space, this unique masterclass with Alice Mayor, founder of award-winning retail platform We Built This City, will teach you everything you need to know so you can make the right decisions for your business.

You will learn how to devise a concept that suits your particular objectives, essential tips on finding your perfect space, and how to design high-impact interiors on a budget. You will also discover how to create an unforgettable customer experience, along with clever hacks that can help you manage your day-to-day administrative retail tasks.

Whilst some elements will refer to UK specific scenarios, Alice will be offering crucial insights into how she navigated the process, and can tailor her advice to suit everyone who would like to attend the class.

Course Content

  • Clarify the reasons why a pop-up shop might be the right move for your business.
  • Learn to set clear and measurable objectives to help measure your success
  • How to find the perfect location and what to consider when pitching to landlords
  • How to design and build a stimulating immersive pop-up space
  • Know how to translate your brand story into highly memorable customer experience
  • Discover how you can convert your customers into loyal fans

This course is for…

  • Entrepreneurs and business owners interested in opening their first physical retail store.
  • Anyone curious to learn more about the pop-up retail landscape.

Tutor Profile

Alice Mayor launched We Built This City in 2014 on London’s iconic Carnaby Street as a 6 week pop-up which turned into a 6 year permanent retail destination contributing over £5m to the creative economy.

We Built This City curated art and gifts from over 250 independent creative brands and artists - all with a mission to offer both locals and tourists a better souvenir of their city. Alice and her team designed and hosted pop-ups alongside Carnaby in Camden, Westfield London, Battersea Power Station and more.

Having only 3 weeks to take her idea from a keynote presentation to a 3000sqft store (and on a very small start-up budget!), Alice is now a passionate advocate for how quickly and affordably pop-up shops can be launched and the vital role they’re going to play in the rebuilding of UK high streets.

Alice has delivered pop-up and creative business workshops for Google, Telegraph Business Live, The London School of Economics, The British Council and The Mayor of London.

Course Details

  • Date: Wednesday 2 March 2022
  • Time: 6.30pm-9pm (GMT)

6.30pm BST | 7.30pm CEST | 10.30am PDT | 1.30pm EDT

This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.

You will be sent a link to the webinar two hrs before the start time. Please email masterclasses@theguardian.com if you have not received the access link within one hour of the scheduled start time.

All Guardian Masterclasses are fully accessible but please contact us at masterclasses@theguardian.com if you have any queries or concerns.

Full course and returns information on the Masterclasses website

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Welcome to Guardian Masterclasses – a unique programme of learning embedded within one of the world's most forward-thinking media organisations.

Masterclasses offer a broad range of short and long courses across a variety of disciplines from creative writing, journalism, photography and design, film and digital media, music and cultural appreciation.

Harnessing the expertise and specialisms within the organisation, our courses are led by first class and award winning guardian professionals whilst also drawing on the skills and expertise of other leading figures at the forefront of the creative and digital industries.

The programme is aimed at anyone interested in personal or professional development whether that be refining your skills, focusing your ambition or simply broadening your mind and gaining inspiration.


































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