Sidemen
A first for The Sidemen
From playing and streaming video games to entering the physical retail world, The Sidemen’s trajectory has taken them to more than impressive heights. In the summer of 2023, Bluewater welcomed the YouTuber’s first-ever store to a huge crowd of adoring fans, who queued to get a glimpse of their favourite stars.
Alongside the flexible retail space, we worked with Sidemen to create a bespoke Spotlight media package. This enabled their brand to drive exposure and reach with the aim of directing more footfall.
Stats
On the day of launch, captured by members of The Sidemen group and shared across their own social platforms, 5,000 people visited and revelled in the only physical place to purchase Sidemen merchandise.
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6,000 sq ft Flexible retail space
5,000 Customers visited on launch
+23% Footfall increase across Bluewater
56m People reached via pre-launch PR
54 sqm Total vinyl coverage
Our guests expect more than ever from experiences. The Sidemen Clothing pop-up highlights the importance of keeping the Spotlight and Bluewater offer fresh and exciting, and at times, why investing in challenger brands that guests don’t expect to find in a retail destination is needed. The Sidemen were able to take our platforms and go above the expectations of their own customer base.
Over the launch weekend, Bluewater saw a 23% increase in total footfall. One of the busiest days of the year and evidence of other brands benefiting from the hype too.
The Sidemen have a real connection to Bluewater and Kent. Their breakthrough retail space had an emotional link, with members of the group growing up nearby.
Building on the success of their first ever retail space, The Sidemen group are also expanding their Bluewater footprint with Sides, their F&B offer.
“The Sidemen are undeniably pioneers in the rising world of creator-led brands, and this is another huge moment which further cements that.”Sidemen Clothing
