Last week, we did a little digging into the pop-up phenomenon. This week, we look into the secrets behind pop-up success…
After three years running pop-up news website London Pop -ups, and amassing 38.2 thousand followers on twitter, Dan Calladine has seen more than his fair share of pop-up success stories. In this interview, UK2 pick his brains on the secrets to pop-up success…
What are the ingredients of a great pop-up?
Many things – location, price, timing, food, but most essential is a simple, great concept.
What have been your favourite pop-ups?
There are too many to mention, but When Mac Met Cheese is wonderful, because it’s built up from occasional nights to more regular runs, to a four month run, in just under three years.
Why do you think pop-up culture is having such a hey day?
Pop ups are a really great news story, and perfect for getting buzz – e.g. Magnum’s ‘make my magnum’ pop-up at Selfridges. For smaller, online-only brands it’s a chance to meet customers and get feedback, plus sell of course.
Do you have any advice for first-time pop uppers?
Social media is incredibly important as a way of getting the word out. Tips? Be clear, be informative, respond to comments or questions, add info regularly, and use great pics and flyers.
Do you see a lot of micro trends in pop up culture?
Food trends come and go – ribs, wings, burritos and so on
What’s the next big thing then?
I think the bigger trend is that pop up culture is becoming more established – for example there are now more and more spaces designed to be used by pop-ups – the ‘airbnb for commercial property’ companies, and pubs that have a programme of getting people in to run their kitchens for three months at a time.
To find out more about pop-up culture in London, visit Dan’s website.