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Social media has transformed how we perceive and engage with the world around us, writes Battersea Power Station\u2019s leasing director Harriett Renny.<\/p>\n
But how important is social media to landlords making brand decisions on the retail\u00a0and leisure\u00a0mix within successful destinations?<\/p>\n
Research from Sprout Social last year revealed that 41 per cent of Gen Z use social media first when looking for information, making it their primary tool ahead of traditional search engines. This shift has elevated discoverability from a marketing buzzword to a critical leasing KPI.<\/p>\n
As a result, the traditional relationship between landlord and retailer is evolving. In a crowded digital landscape, the ability to cut through and capture attention is increasingly central to how destinations build long-term relevance.<\/p>\n
While\u00a0brands\u00a0are\u00a0evaluated on financial credentials, heritage, and concept,\u00a0progressive\u00a0retail destinations\u00a0now recognise an additional metric that has grown in importance: social influence.\u00a0The question is no longer just whether brands can pay the rent, but whether they can create a positive digital impact that will resonate with consumers and have a halo effect on the wider destination.<\/p>\n
At Battersea Power Station, social influence plays an active role in our leasing strategy. Partnering with brands that already command engaged audiences demonstrates immediate demand and helps drive footfall and spend from day one.<\/p>\n
We look beyond commercial performance to consider cultural relevance, collaborative mindset, bespoke content creation and a brand\u2019s ability to work authentically with ambassadors and influencers.<\/p>\n
The human element matters too, with community-led storytelling\u00a0\u2013\u00a0from staff stories and behind-the-scenes moments to \u201cday in the life\u201d content\u00a0\u2013\u00a0adding\u00a0personality\u00a0and\u00a0connection, which\u00a0ultimately drives loyalty.<\/p>\n
On the other side, we also remain committed to supporting small, independent businesses offering unique products and experiences that cannot be found elsewhere.<\/p>\n
With more than 370,000 followers across Battersea Power Station\u2019s social channels and a newsletter subscriber base exceeding 290,000, we provide a launchpad many independent brands would otherwise struggle to access. By amplifying their visibility, we help grow their own digital influence, creating a genuinely symbiotic relationship.<\/p>\n
The physical environment amplifies this effect. Through the meticulous restoration of the Grade II* listed Power Station, we have created one of the world\u2019s most photogenic destinations.<\/p>\n
From the 1930s Art Deco aesthetic of Turbine Hall A to the riverside Coaling Jetty, the physical asset acts as a permanent backdrop for content creation. And this visual appeal translates into hard numbers: in 2025 alone, we saw 2.4 million social interactions with a combined reach of over 25 million.<\/p>\n
A prime example of the\u00a0power of social media\u00a0on retail destinations is\u00a0Blank Street Coffee. They first arrived at Battersea Power Station\u00a0in\u00a0a pop-up truck \u2013 a highly shareable\u00a0format that quickly gained traction on social media and attracted a loyal following.<\/p>\n
The response was so strong that they have since opened a permanent store inside the Power Station\u00a0and\u00a0hosted a large scale \u2018Affogato Gala\u2019 event in Malaysia Square at Battersea Power Station featuring unique desserts,\u00a0selfie\u00a0opportunities\u00a0and free gifts for shoppers, all while keeping the pop-up truck.<\/p>\n
Similarly, performance clothing brand\u00a0Thrudark, with 255,000 Instagram followers, opened its first bricks-and-mortar store at Battersea Power Station after building a substantial online audience.<\/p>\n
Edikted, a women\u2019s fashion brand, used Malaysia Square\u00a0as one of the locations\u00a0for its London tour, while\u00a0a collaboration between The Girls Bathroom and Lounge brought a summer pop-up to Power Station Park.\u00a0Each demonstrating how social engagement can translate into real-world footfall.<\/p>\n
This shift isn\u2019t unique to Battersea Power\u00a0Station,\u00a0it\u2019s increasingly shaping leasing decisions across London. Culturally dominant and social-first brands are moving from online buzz to physical space, with SKIMS signing a 10-year lease for a 12,000 sq ft flagship on Regent Street with The Crown Estate, due to open in summer 2026.<\/p>\n
Gymshark is another example that shows the full social-to-store journey. They built a loyal online following, launched viral pop-ups like the \u201cGym Laundrette,\u201d and opened permanent stores,\u00a0proving how social momentum can translate into real-world footfall.<\/p>\n
Meanwhile, TikTok continues to influence what \u201cmust-see\u201d retail looks like in real life. TikTok\u2019s 2025 shopping trends report highlighted the explosive popularity of POP MART\u2019s\u00a0Labubu\u00a0collectibles, with 1.1 billion views on\u00a0Labubu-related content in 2025.<\/p>\n
In London, this translated into a real-world retail moment at Selfridges, which hosted \u201cLabubu\u2019s\u00a0Blind Box Experience\u201d, with purchases available exclusively through timed booking slots. Seeing the power of the trend,\u00a0Battersea Power Station\u00a0signed a lease with\u00a0POP MART\u00a0to host a\u00a0vending machine style ROBOSHOP,\u00a0which offers\u00a0dozens of\u00a0the brand\u2019s\u00a0iconic characters.<\/p>\n
These moments act as magnets for high footfall and at Battersea Power Station that benefit extends beyond individual stores. It supports the wider neighbourhood economy and contributes to an average dwell time of 108\u00a0minutes, a figure that reflects a highly engaged visitor base.<\/p>\n
Ultimately, social media is where community advocacy is built. Whether it is through influencer partnerships, content created organically by our community and visitors that tells authentic stories, or interactive campaigns like our recent \u2018Your Tree on Battersea\u2019 drawing competition with Apple, the goal is to create a place people want to post about.<\/p>\n
As we kick-off 2026, social currency\u2019s value will continue to rise as the year progresses. It is the modern metric that drives discoverability, builds community, and ensures that a destination remains relevant in a digital-first world.<\/p>\n