two men standing in door way to Sook in St James Quarter during Tok Tok pop up
TikTok - one of the world’s largest social media platforms - proved that even digital giants need physical space as it set up home in Sook Edinburgh in St James Quarter for the whole of the Edinburgh Festival Fringe.

Sook Edinburgh was transformed into a TikTok 'school' for the whole month of August, with the aim of teaching comedians and influencers how to use TikTok to increase ticket sales and drive audiences to their shows, and how they can monetise the platform. This, in turn, expanded TikTok’s acquisition of users as people joined the platform to follow the comedians.

The space was fully branded outside and in, drawing performers in - including Allan Carr and Phoebe Waller-Bridge - to learn more about TikTok.

interior of Sook in St James Quarter during Tik Tok activation with sofas and a girl looking at a laptop

TikTok Sook Store in Edinburgh

man sitting at table on laptop inside Tik Tok activation at Sook in St James Quarter

TikTok Sook store in Edinburgh

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