How a culture-first pop-up met people where they were and made it matter

Notting Hill Carnival is the UK’s biggest street festival and a celebration of community, music and making. This year our team brought AliExpress × artist Marcello Velho into the heart of the weekend with a people-first pop-up built around colour, craft and conversation. It was busy, it was joyful, and yes, we danced while we worked.

SinoWave Team at AliExpress × Marcello Velho Pop‑Up

The brief

Show up at a cultural tentpole in a way that feels native and useful. Create something people want to engage with, not another branded stand that blends into the noise.

The idea

Collaborate with Marcello Velho on a giant custom mural as the visual anchor, then layer a simple utility that sparks delight: bright-yellow limited-edition totes and art stickers people can actually use and keep. Pair the creative with trained crew who prioritise safety, flow and friendly conversation so every interaction feels human.

On the ground

The day started early with load-in, site build and safety checks. The mural wall went up first, followed by signage and wayfinding. Throughout the weekend we handled mural touch ups, queue design and crowd flow, staggered tote drops to keep energy high, and real-time content capture focused on genuine moments rather than staged scenes. Close coordination with Carnival stewards and local suppliers kept logistics smooth and streets clear.

Results

2M+ festival-goers in the flow
1M+ impressions in 48 hours across owned and earned channels
2,000 limited-edition totes and art stickers gone the same day
The mural quickly became a must-snap landmark and a natural meet-up point

Beyond the numbers, the best feedback came face to face. People asked about the artist, posed with friends and told us they would keep the tote as a memory of the day. That is the kind of impact we aim for: useful takeaways, cultural relevance and moments worth remembering.

Watch and see the energy

From load in to the last tote, this cut captures the pace and people of Carnival. Tap to play on mobile. Thank you to the AliExpress UK team for the trust and partnership. Congratulations on a standout presence.

What this means for brands

Culture-first does not have to be complicated. It means showing up with something to give: art, utility and a team that can handle the heat. If you are planning a UK activation across festivals, high streets or pop-ups, we would love to help.

Talk to us about your next marketing campaign: info@sinowave.co.uk.

AliExpress × Marcello Velho at Notting Hill Carnival