The scheme has been organised by Transport for London and Appear Here, an online marketplace that connects landlords’ vacant space with retailers, which is programming and curating the scheme at its different sites.
The retail space template is being designed by consultancy Tait. Each brand or retailer is to be provided with ‘a white box room’, according to an Appear Here spokesperson, which they can design and brand as they wish.
The pop-ups can also ‘add their message and take over’ the nearby Underground station tunnels, Appear Here adds, saying, ‘we’ll encourage them to use as much creativity as possible.’
Ross Bailey, Appear Here founder and chief executive, says, ‘We see this as a great opportunity for innovative brands, ambitious start-ups and hungry entrepreneurs…with millions of commuters travelling on TfL’s network every day, we recognised there was a real opportunity for savvy retailers and entrepreneurs to reach their target market.’
The first station to use the scheme will be Old Street in east London, where eight units will be made available to rent as pop-up spaces through the Appear Here website from the end of April. Other stations taking part in the scheme include Piccadilly Circus, St James’s Park, and Baker Street. Around 15 units will be used in total.
The Old Street spaces will be used for ‘retail or experiential purposes’, says Appear Here.
It adds, ‘The spaces will be curated around themes, concepts or seasons, every three months so that consumers constantly see fresh and exciting ideas on their daily commute.’
According to Appear Here, its agreement with TfL will secure income for reinvestment in transport as part of a wider commercial strategy that is currently forecast to generate £3.5bn over the coming years.