How to set up a pop-up shop
Kayte Judge FRSA ran ‘We Are Bedford’, a project supported by RSA Catalyst that used empty shops as creative spaces. In this guest blog she shares her experience of setting up pop-up shops.
The number of empty shops in our town centres continues to grow year on year. For many, this slow and steady emptying of our retail spaces is a creeping portend of doom. And while, no doubt, the changes to our high streets and town centres are inarguable, what we cannot say with any certainty is what will happen next. We simply do not know.
What is clear is that retail is changing, and both large and small retailers are leaving town. Those voids offer an opportunity for innovation and playful reinterpretation of our social spaces. Pop-up shopkeepers have emerged, seeing opportunity in the remains of the retail boom and bust, trying, failing, trying again. They have been leaving tracks. Lessons have been learnt and can be shared.
I have been involved in empty shop work since I was awarded RSA Catalyst support in 2010. I applied in order to explore the use of empty shops as arts venues. I knew exactly which shop I would use and what I would do in it. I imagined hot flasks of tea, blankets and incongruous deckchairs, fingerless gloves, hot breath billowing into the unheated shop air and a cellist playing on the raised lino clad flooring where the till used to be. It was going to be beautiful.
What I didn’t know was that the shop was owned by an offshore pension fund, an absentee landlord of the most inaccessible kind. It wasn’t to be. Instead, myself and another Bedfordian, Erica Roffe, were offered, in an almost spooky act of serendipity, seven empty shops in a new development. Seven. Seven unfinished, un-floored, un-heated, un-lit, shops in one area of town. We formed a nebulous ‘thing’ called ‘We Are Bedford’ and 20 cold weeks later the area was brought to life through just £1000 RSA Catalyst funding, an army of volunteers and an almost supernatural amount of willpower. Over 4000 people visited the arts galleries (there were three), audio art installation, burlesque life drawing classes, craft space, live music venues, tours, archaeological sites, buskers, junk modelling workshops and boutique, authors talks, and ticketed performances. It was March 2011. Before the year was out, and via a further Catalyst fund, we would open a Pop Up gallery, a ‘Monster Draw Big Draw’ event, and a six week Pop Up Emporium stocking only locally made or designed goods. We then decided to spend the money in the best possible way: to offer a bursary to others in grants of up to £500. By winter 2012 the money was spent, lessons were learnt and my pop up shop keeping days were over.
Throughout my work I had the support of Dan Thompson, the founder of the Empty Shops Network, author of the Empty Shop Toolkit and a leading light of empty shop work on a national scale. An RSA fellow, Dan, (based in the South East) has since authored Pop Up People, a report which gathers the data and examples of pop up and empty shop work throughout the country, and Pop Up Business for Dummies. Both of these documents feature the work of We Are Bedford as a case study among many and would be a vital first port of call for anyone thinking of treading this path. For me his support was vital and subtle. It wasn’t so much the practical support offered (although that was invaluable) it was the moral support. Pop Up shopkeepers exist in the margins and loopholes of a bureaucracy that is designed to squash innovation and it can be a scary ride at times. They are human, and vulnerable and responsible for everything that happens in those empty shops. Dan listened when I needed to rant about paperwork, or rates bills, or the madness of it all. He came to visit.
We Are Bedford was a temporary project, powerful, but of its time. It had to end. Others have had more staying power. Reading based RSA Fellow Suzanne Stallard is an artist and founder of Jelly, an energetic charity championing the creative arts. Jelly started in an empty shop space due for demolition under a compulsory purchase order in 1993 with a six month lease and, 20 years on, jelly has grown, emerged and changed shape dependent on it’s location and space, occupying and using over 50 properties. Currently they are using a nightclub (as a sound and performance art space), 3-storey office block (as a creative space and studios) and various empty shop fronts for pop-up shop window exhibitions. Since the beginning jelly has played a strategic role in Reading’s cultural life, enabling art to appear in unexpected places and creating opportunities for people to look on and join in. Much of their work now involves working in partnership with emerging art groups, local communities and they believe in the power of the arts to delight, intrigue, challenge and enrich. Jelly is committed to forming creative alliances and partnerships that encourage art and cultural life to flourish, responding to the opportunities with the changes in the High Street. This has been a long-term commitment to empty shop work and is undertaken voluntarily. You can find out more about how they continue to survive on their website.
There is plenty to be done in empty shops. Pop-up shops are a place for playful piloting, quick and dirty prototyping, fast failing, and, sometimes, soaring successes. The town centres of the UK need new ideas. If you have an idea, or have seen an empty shop opportunity there is information available, although beware: while empty shop problems seem universal, the solutions are often hyper-local.
Key points to consider if you want to set up your pop up shop
- Research your target property’s landlord
- Prepare to persuade your landlord to be amenable to pop up shops
- Surround yourself with helpful volunteers
- Be creative – and exciting – this will attract supporters
- Take advice from others with experience – with a mentor for the tough times
- Be flexible, and be resilient
Look for the long term – and remember, fail to plan, plan to fail.
To get you started visit the following sites and take a look at the documents below
- The Empty Shop Network
- The Pop Up People Report
- Pop Up Business for Dummies
- Meanwhile Space
- Meanwhile Project
Get in touch
For those of you in the South Central region Suzanne and myself are happy to help where we can. We are working women who juggle a number of things, children included, so please allow us up to five days to respond. You can contact us on email@example.com or firstname.lastname@example.org
If you are located in the South East region, then Dan Thompson would be willing to help – again via email email@example.com
Good luck planning for your own pop up shops!
Kayte Judge and We Are Bedford also feature in the RSA Catalyst video