UAL: not just a shop – Makers & Mission
not just shop, 272 High Holborn, London
The Brief
University of the Arts London's not just a shop is a not-for-profit retail platform showcasing designs by students and alumni. As the platform launched its first pop-up at UAL's East Bank campus in Queen Elizabeth Olympic Park, the goal was to raise awareness of not just a shop as a destination for emerging creative talent — positioning it within the wider UK conversation around ethical gifting, independent making, and sustainable design.
The Approach
I led the PR and communications strategy for the launch, working across press outreach, influencer partnerships, and social media content. The campaign was built around multiple story angles — the individual makers and their craft, the platform's ethical mission, and the shop's seasonal partnership with Tate — allowing simultaneous outreach across fashion, interiors, sustainability and culture press without a single generic pitch.
Central to the approach was giving voice to the makers and spotlighting the mission — bringing the people and stories behind not just a shop to audiences who'd never heard of it.
The Results
Delivered a combined campaign reach of 2.4M+ and 3.4M+ impressions across print, digital and social media.
Secured national print and digital coverage across fashion, interiors, sustainability and culture press.
Placed the Tate x UAL Christmas Cards collaboration in It's Nice That's annual gifting guide, targeting design-led audiences.
Partnered with sustainability tastemakers Orsola de Castro and Twin Brett to produce organic social content.
Produced a series of short-form videos for not just a shop's own channels, spotlighting Florence Mytum, Blackmarket, and shop manager Natalie
Features
Living Etc. · Elle Decoration · It's Nice That · The Guardian · The Standard · GQ · The Times · Smiley Movement · Bon Appétit · Stylist · Good Housekeeping · Sheer Luxe · Classic FM
