VisitBritain x Vulture Pop-Up at The Grove

VisitBritain and Vulture opened a free public pop-up at The Grove in Los Angeles on Friday, May 22, built around the idea that British destinations are part of the appeal of the films and television shows Americans watch. The activation is billed as “Step into the Story – Journey to the Real Star of the Show,” and runs from 12 p.m. to 8 p.m. at The Park at The Grove. Discover Los Angeles and The Grove list the event as an immersive train-style experience tied to British locations seen on screen. The event is part of a broader VisitBritain push in Los Angeles this month. VisitBritain said last week that it was taking part in Greater Together Los Angeles, a UK government-backed program running from May 17 to May 22, and that the campaign would conclude with a co-branded Vulture x GREAT Britain activation at The Grove. VisitBritain CEO Patricia Yates said in that release that U.S. visitors are “hugely important” to Britain’s tourism industry. (discoverlosangeles.com) ### What exactly is happening at The Grove? The Grove lists the activation as “All Aboard the Britflix Express” on its events calendar for May 22. The shopping center says visitors can “board an immersive journey” through places that appear in favorite films and shows, with programming centered on Scotland, England and Wales. The event is free to attend. Discover Los Angeles describes the same event under the longer Vulture and GREAT Britain title and says no tickets are required. (openjaw.com) Vox Media’s event page uses the “Britflix Express” name and frames the installation around “the city, the coast, the countryside and the British culture” behind on-screen moments. (thegrovela.com) ### Why are VisitBritain and Vulture involved together? VisitBritain is Britain’s national tourism agency, and Vulture is an entertainment publication under Vox Media. Event listings from Discover Los Angeles and Vox Media say the two are partnering on the Los Angeles activation, with Vulture supplying the entertainment-media tie-in and VisitBritain positioning the experience around travel to filming locations and regional culture. (discoverlosangeles.com) OpenJaw, citing VisitBritain materials, said the Los Angeles program was timed to coincide with meetings between UK tourism and creative-industry executives and U.S. partners, including airlines, tour operators and film studios. VisitBritain’s release said 88% of potential U.S. visitors are interested in visiting places used in filming and seen on screen during a trip to the UK. (discoverlosangeles.com) ### Which parts of Britain does the pop-up spotlight? Discover Los Angeles says the installation is structured as a set of multi-sensory stops. Scotland is described there as a destination of heritage and dramatic landscapes, Northern England as a center of city life, and Wales as a backdrop of cinematic terrain. (openjaw.com) The Grove and Vox Media pages broaden that framing to include the city, coast and countryside as part of the experience. Both pages also say visitors can find surprises, giveaways and prizes as they move through the activation. ### Is this a weekend-long installation or a one-day event? Friday, May 22 is the verified public event date on the primary listings surfaced online. (discoverlosangeles.com) The Grove’s calendar, Discover Los Angeles and Vox Media’s event page all list May 22, 2026, with operating hours of 12 p.m. to 8 p.m. at The Park at The Grove. (thegrovela.com) Welikela included the activation in its roundup of Memorial Day weekend events in Los Angeles, which may explain why it is being discussed as part of the holiday weekend lineup. But the venue and event pages available Friday point to a single-day activation rather than a four-day run. ### Where can people find details before going? (discoverlosangeles.com) The Park at The Grove, on South La Brea Avenue in Los Angeles, is the listed location across the public event pages. The Grove says the event is scheduled from 12 p.m. to 8 p.m., and Discover Los Angeles says admission is free and open to all ages. (welikela.com) Vox Media’s registration page and The Grove’s events calendar carry the current public-facing details for the activation. As of Friday, May 22, those pages describe the same Britflix Express concept and provide the clearest next-stop information for visitors planning to attend. (events.voxmedia.com) (discoverlosangeles.com)