Funded by


Pop-up Primer @ Sook


Running May 2022


In person and online

The Pop-up Primer is a workshop programme designed to develop the retail skills of local creative and food and drink businesses. We’re looking for businesses who would like to join this workshop programme, learn more about incorporating the pop-up format into their retail activities, and develop some of the unique skills that can help make pop-up retail a success. Hosted at Sook, a pop-up retail space in Metrocentre, Gateshead. These hands-on workshops will help boost your visual marketing, product photography, and social media skills. Following the workshops, you’ll have an opportunity to observe first-hand the potential of a pop-up shop, as well as promote your business at this exciting retail event. Selected businesses will also get the chance to put their learning in to action with a pop-up event taking place later in 2022.

This project is also supported by Newcastle University’s Faculty of Humanities and Social Sciences’ Participatory Action Research Fund.

Participants must be able to attend the workshops on Monday 9th May, Thursday 19th May and Friday 20th May.



Monday 9th May 2022 – Virtual workshop on Social Media and Marketing with Corinne Lewis-Ward (9am-1pm)
Corinne Lewis-Ward of Powder Butterfly will lead this virtual workshop, sharing a decade of independent retail experience and offering guidance on social media and marketing. This will include an introduction to designing promotional leaflets, that will then be printed for you free of charge.

Thursday 19th May 2022 – Pop-up Primer Launch Night (5-8pm)
The Pop-up @ Sook opens, with a VIP launch event to celebrate. This is the perfect opportunity for you to meet the cohort, network and meet new audiences, and promote your business.

Friday 20th May 2022 – Pop-up Primer In-person Workshops @ Sook Metrocentre (9am-3pm)
Hosted over the course of the day, hands-on workshops will be delivered by Ann English and Sue Todd. These workshops will boost your visual marketing and product photography skills, helping you to make the most of future pop-up opportunities. You’ll also get the chance to see a pop-up shop in action and ask the team questions about their unique experiences. You’ll leave feeling prepped and ready to tackle pop-up retail for yourself!

Saturday May 21st & Sunday May 22nd (optional)
The pop-up at Sook will be open throughout Saturday and Sunday, where you can stop by to peruse the collections and see Corinne from Powder Butterfly in action. This will give you insight into customer service skills, an opportunity to meet and greet visitors, and get useful feedback from customers in-store.

Dr Fiona Whitehurst

Senior Lecturer at Newcastle University Business School

Dr Lauren Baker

Innovation and Research Associate at Newcastle University

Jo Singh

Project Coordinator at Newcastle University Business School

Corinne Lewis-Ward

Founder of Powder Butterfly

Ann English

Founder of Create Intrigue and The Visual Marketing Academy™

Sue Todd

Full-time Professional Photographer

The Workshops

During this workshop the Designer and founder of Powder Butterfly Corinne Lewis-Ward will take you through the key components to planning and implementing a successful sales and marketing strategy for pop up shop events. 

This session will cover the strategy but also the practical considerations you must consider for a successful event. 

Points covered will be: 

  • Mission & Vision 
  • Collective Strategy
  • Social Media Content & Scheduling 
  • Newsletter Strategy 
  • Flyers 
  • Opportunities 
  • Launch Event activity 

You will also be provided with some basic Canva training to create your own flyer to help you promote your business at forthcoming events. Please make sure you have set up a free Canva account before attending this session. 

Visual Marketing is your cost-effective silent salesperson. All businesses can benefit from learning how to achieve The Five Star Standard™ all the big brands use. You can use these whenever and wherever your products or services are displayed, both in the real world and digitally online. In this experiential workshop Ann will teach you the fundamental Visual Marketing principles based on traditional Visual Merchandising techniques. Demonstrating how you can apply them at no-cost or low-cost to create intrigue, attract customers and increase sales.  

A pop-up shop can be a big investment of your time, focus and money, so if you are going to be there, be sure to stand out! During this workshop, Ann will take you on a visual journey from tabletop to pop-up shop, presenting real life examples, success stories and creative solutions. Explaining how you can create intriguing displays that attract attention, engage with visitors, provide a memorable experience and raise brand awareness to boost sales. Attendees will leave with new ideas, as well as hints and tips around how to implement them. 

Your photography will likely be the first introduction to your products, prospective customers see, it needs to make the right impression.  Your imagery can either convert those viewers to sales OR ensure they walk away! Obviously, we all want the first option and Sue will take you through a host of ideas and tips to illustrate how you can create imagery that attracts attention and drives those all-important sales.  Attendees will take away ideas, hints, and tips to create far better imagery for their business.  

About the team

The Pop-up Pilot is a collaborative, practical research project run by Dr Fiona Whitehurst, Dr Lauren Baker, Jo Singh, Corinne Lewis-Ward, and Ann English. Based in the North East of England, the team represents a variety of industry experience, including arts, design, retail, and marketing.  

  • Fiona Whitehurst is a Senior Lecturer at Newcastle University Business School and is Co-investigator on the Creative Fuse North East project. She leads a micro-business development programme, called Captured, that has worked with over 150 businesses since 2016.  
  • Lauren Baker is Innovation and Research Associate at Newcastle University Business School, working on the Creative Fuse North East project. Lauren’s research specialises in craft business, informed by her own ceramics practice and curatorial experience in commercial galleries. 
  • Jo Singh is a Director of Network Artists North East and a Project Coordinator at Newcastle University Business School managing the Captured programme and other associated programmes.  
  • Corinne Lewis-Ward is founder of Powder Butterfly, a design studio creating British contemporary homeware, gifts, and bespoke corporate gifts. She also runs Creative Heritage Studios, a community interest company carrying out design-led public engagement activities to create stronger communities.  
  • Ann English is founder of Create Intrigue and The Visual Marketing Academy™, advising SMEs how to display their products, present their services, and create memorable experiences that inspire potential customers to stop and buy. For 25 years she has designed, project-managed, and installed large-scale displays and interactive experiences for major retail centres across the UK.  
  • Sue Todd is a full-time professional photographer working from her studio in Cramlington and on location with clients.   Photography is all Sue has ever wanted to do and creating imagery with the ‘Wow’ factor is what gets her up each day. 

The vast experience of the team combines to offer an interdisciplinary approach to university research that seeks to inform the everyday practice of creative businesses.   

Am I eligible?

You could be eligible to take part if you have a small to medium sized business, are a registered sole trader, registered freelancer, creative practitioner, Social Enterprise or Community Interest Company within the North East Local Enterprise Partnership (LEP) area: Newcastle, Gateshead, North Tyneside, South Tyneside, Northumberland, and Sunderland.

How do I register?

For further information, please email:

To register, please fill out this form.