From URL to IRL: A Soho Pop-Up Success Story

Pop-up shops are having a serious moment. They offer a brilliant way for digital-first brands to meet their customers in real life, test new markets, and create a buzz without the commitment of a ten-year lease. In fact, around 80% of retailers say their pop-up shop was a success and nearly 60% go on to open another one*. 

But here’s the catch: when you only have two weeks to make an impact, you can’t afford to blend into the background. Especially not in Soho, one of London’s busiest districts.

So, how do you turn a blank “white box” retail space into a buzzing, branded destination overnight? We sat down with Jessica Dante, founder of Love and London, to find out how she used print to bring her pop-up vision to life.

The Challenge: Standing out in a Crowded Street

For a digital brand like Love and London, moving into a physical space is a huge milestone. But the transition from URL to IRL comes with its own set of challenges. You need to grab attention instantly, communicate your brand story clearly, and make the space feel established and trustworthy – all within a temporary timeframe.

“Honestly, I knew being in Soho that we really had to have good storefront visuals to draw the foot traffic inside,” Jessica explains. “The custom vinyls were the bulk of the shop design and big features, so they really made a positive impact.”

This highlights a crucial rule of retail: your storefront is your 24/7 salesperson. In high-footfall areas, this matters more than ever, with studies showing that eye-catching window displays can increase footfall by more than 20%**. Your window graphics aren’t just decoration; they are the hook that pulls people in from the street.

Validating the Brand Experience

One of the most interesting insights from Jessica was how print helped “legitimise” the pop-up. In the digital world, trust is built through reviews and social proof. In the physical world, trust is built through tactile quality.

“Seeing the vinyls go onto the windows was like ‘WOW – it’s actually coming to life!'” says Jessica. “Even receiving some of the smaller pieces like our ‘First 25 voucher’ and feeling them in their physical form – and how high-quality they looked and felt – was really validating.”

This tactile experience extends to the customers, too. When a shopper picks up a high-quality Postcard or receives a voucher on premium cardstock, it signals care and credibility. Research consistently shows that physical marketing materials are perceived as more trustworthy than digital-only touchpoints, helping brands feel more established even in a temporary space.

Telling Stories Through Signage

A pop-up shop isn’t just about selling stock; it’s about telling a story. For Love and London, the goal was to champion the independent Makers whose products were being sold. But how do you tell multiple stories in a small space without it feeling cluttered?

The answer lies in smart, strategic signage.

“The printed materials added colour, depth, and told the stories of the Makers,” Jessica notes. “Also, things like the strut cards told people about special promos we had on that day.”

By using strut cards and information panels, Love and London could educate customers without relying solely on staff interaction. This matters, particularly when over 80% say they’re more likely to buy when a brand makes the experience feel personal***, and that little extra touch can make exploring your pop‑up even more memorable.

Marketing Beyond the Four Walls

Print doesn’t just work inside the shop; it travels. Jessica’s strategy included elements designed specifically to leave the store and generate organic marketing.

“Print was a vital part of the pop-up’s success,” she says. “It got people sharing on social media about the shop (with the phone box vinyl) and even gave us marketing outside of the shop with our custom stickers that went on our shopping bags.”

This is a clever use of “passive” marketing. A branded shopping bag carried through Central London is a moving billboard. A photo-worthy vinyl decal encourages user-generated content (UGC) on Instagram and TikTok, extending the reach of the pop-up far beyond those who physically walked past.

Is Print Essential for a Digital Brand?

You might assume that a fully digital business would rely solely on digital marketing. However, Jessica’s experience proves that when you step into the physical realm, print becomes essential to creating a memorable customer experience.

“You couldn’t do it without it,” Jessica asserts when asked what she’d say to other businesses considering a pop-up. “There are so many elements that print touches that even us, a fully digital business, really leaned on the print side a TON for the success of the pop-up.”

And this goes beyond just pop-up events. Even if your business operates entirely online, print still plays a vital role in customer interaction. Think about it – when a customer orders from your e-commerce store, the first physical connection they have with your brand is what arrives at their doorstep. Whether it’s the packaging, thank-you cards, inserts, or custom labels, print materials help bridge the gap between the digital and physical worlds. They leave a lasting impression and make your brand feel tangible, personal, and professional.

The truth is, print isn’t just an add-on – it’s a key ingredient in crafting an exceptional customer experience, even in today’s digital-first marketplace.

3 key takeaways for your next pop-up

Inspired by Love and London? Here are three ways to make print work harder for your next retail venture:

1. Be bold with your windows

Don’t be shy. Use Window Vinyls to catch the eye and clearly state what you offer. As Jessica found, a catchy slogan like “gifts and souvenirs (that don’t suck)!” stops people in their tracks.

2. Focus on the feel

The texture and weight of your Flyers, Gift Vouchers, and Business Cards matter. High-quality print validates your brand and makes customers feel more confident in purchasing from a temporary shop.

3. Create shareable moments

Think about how your print can encourage social sharing. Whether it’s a quirky wall decal, a beautiful backing card, or a branded sticker on a bag, give your customers a reason to snap a photo and tag you.

Ready to launch your own pop-up?

Whether you need window vinyls to stop traffic or strut cards to tell your story, we’re here to help bring your brilliant ideas to life.

Explore our Retail Collection today and get your business ready for the high street.

Sources

* ‘Pop-up shops are paying off for retailers‘ (BusinessInsider)

** ‘Retail Window Displays: Complete Guide‘ (iYubo)

*** ’76 Personalization Statistics 2026: Facts & Trends’ (DemandSage)