Back to work

Gumtree Gumfree Pop Up

Consumer Brand Activation

To make a stand against the cost of living crisis and support disadvantaged communities, Gumtree wanted to challenge the perception around ‘free’ and let people know what quality goods you can find for free on their website.

The task at hand – to create a ‘Gumfree’ pop-up shop for one day only, with the aim of driving mass awareness around the issue, and delivering a creative, fun and light-hearted space for the local community in East London.


Concept Development

Event Styling and Set Design

Venue Management

Supplier Management

Graphic Design


We produced a shop fit out and merchandised it with an array of pre-loved items from bookcases and sideboards to tables and chairs, gardening goods, decorative homeware, soft furnishings and books and games – all sourced from local communities.

We had Brand Ambassadors on hand to guide consumers around the store and take them through Gumtree’s website and freebies section online. Over 600 shoppers made it through the door and no one left empty handed!

With a bright, colourful and summery theme we brought Gumtree’s freebie section to life and gave consumers the chance to take home something good quality and second hand, completely for free.
Project facts

600 shoppers through the door

Free and second hand!

1000+ items sustainably sourced