not just a shop – Makers & Mission
2.4 million reasons why leading with purpose beats leading with product — every time.
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
The shop and the mission are one — and the campaign needed to reflect that. Press outreach ran across fashion, interiors, sustainability and culture simultaneously, giving journalists multiple entry points without a single generic pitch. Collaborating with sustainability voices Orsola de Castro and Twin Brett on organic social content, placing the Tate x UAL Christmas Cards collaboration in It’s Nice That’s annual gifting guide, and securing a feature in Smiley Movement that spotlighted the mission and values at the heart of not just a shop — the campaign reached audiences who cared about what not just a shop stood for — not just what it was selling.
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
