When Mabe’s pop-up in London opened its doors without a single product for sale, it left some people puzzled - but not for long.

Designed to offer a first look at the brand’s new collection, rather than generate immediate sales, this product-free pop-up tapped into exactly what Gen Z craves: involvement, exclusivity, and the chance to create their own content.

Mabe’s strategy shows how prioritising engagement over transactions can turn a pop-up into a powerful marketing tool.

All sounds great, right? So, where do you start?

Creating Anticipation and UGC

In the lead-up to the pop-up, Molly Mae kept her audience on edge with teasers across YouTube and social media, building excitement without revealing all. 

The exclusive nature of the event generated a rush for tickets, while the absence of actual sales heightened intrigue. Attendees became active participants, creating a flurry of user-generated content (UGC) as they shared glimpses of the new collection. 

This content took over platforms like Instagram, YouTube, and TikTok, allowing Maebe to reach a vast audience organically and amplify launch-day buzz.

The Power of Inclusivity and Ownership

The Mabe pop-up mirrors a broader trend: involving Gen Z directly in brand experiences. This strategy resonates because today’s young consumers don’t just want to buy products; they want to shape and connect with them. 

By offering a first look and asking for feedback, Mabe encouraged attendees to feel a sense of ownership over the brand. 

This approach reflects the “IKEA effect,” which suggests that consumers place a higher value on products they help create, boosting loyalty and satisfaction.

How this can be replicable in hospitality

This strategy offers valuable lessons for hospitality brands looking to build deeper connections with their audience. 

Inviting guests to contribute to elements like menus, interior design choices, or seasonal events can foster a sense of ownership and investment, appealing not only to Gen Z but to a broader audience who love to feel part of the brand journey. 

This approach leverages what’s known as the IKEA Effect, a psychological principle where people place greater value on items or experiences they’ve had a hand in creating. 

By inviting your audience into the development process, you gain valuable insights and foster loyalty while creating a deeper emotional connection with your brand. The UGC generated from these interactions serves as an added bonus, amplifying brand visibility and reinforcing the relationship with customers.

Conclusion

Mabe’s product-free pop-up demonstrates a new blueprint for brand engagement, especially for Gen Z. 

By putting experience and connection first, brands can build deeper relationships, encouraging consumers to become advocates who promote and shape the brand.

This approach aligns with the needs of a generation that values authenticity, involvement, and experiences that stand out - qualities that our Gen Z Trend Report explores in-depth, offering key strategies for brands looking to future-proof their appeal.