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3 IRL Brand Pop-Ups That Went Viral in the U.K.

From branded roller rinks to scavenger hunts, these three brands tapped into European Gen Z’s love for pop-ups and IRL experiences…

Written and Edited by the YPulse Editorial Team

Aug 20 2025
Western Europe

KEY TAKEAWAYS

Gen Z is drawn to memorable, shareable activations from brands, and freebies don’t hurt to grab their attention either
Brands win when they create playful, community-focused experiences—in the U.K., LEGO Play’s Pavilion and Doritos x Minecraft’s scavenger hunt created fun and rewarding activities
Pop-ups are still a way to build brand hype, like Starbucks’ roller rinks which created a must-share experience for Gen Z

Pop-ups aren’t just a passing fad for young Europeans—they’ve become one of the most exciting ways for brands to connect with young consumers IRL. YPulse’s Experiences report shows that 73% of 13-39-year-olds in Western Europe are interested in branded pop-up experiences, and that number is even higher among young adults. Since last year, young adults (18-24-year-olds) are +4pts more likely to say they’re interested in brand pop-ups, proving this gen is actively seeking out more unique ways to engage with brands beyond their screens. Outside of loving the brand itself, wanting free products, or using the experience to meet new...