VisitBritain x Vulture pop-up at The Grove

VisitBritain and Vulture will stage a free public pop-up at The Grove in Los Angeles on Friday, May 22, as part of VisitBritain’s campaign to turn film and television fandom into travel bookings. The event, billed as “Step into the Story: Journey to the Real Star of the Show,” is scheduled for 12 p.m. to 8 p.m. at The Park at The Grove, according to Discover Los Angeles. VisitBritain says the installation is designed as an immersive train journey through British destinations featured in popular screen productions. Vox Media’s event page says visitors can register in advance, though Discover Los Angeles says no tickets are required for admission. ### What exactly is being built at The Grove? The Grove pop-up is being presented by Vulture and GREAT Britain, the UK government’s international promotional campaign, and centers on what organizers describe as a multi-sensory “train journey.” Discover Los Angeles says the experience will move guests through region-themed stops tied to British filming locations. (discoverlosangeles.com) Vox Media’s event page says the activation is meant to place “the city, the coast, the countryside and the British culture” in one setting, with visitors moving through places connected to films and television shows. VisitBritain and partner listings say the regional focus includes Scotland, Northern England and Wales. (discoverlosangeles.com) ### Why are VisitBritain and Vulture doing this in Los Angeles now? VisitBritain has been using screen tourism as a central marketing theme in its “Starring GREAT Britain” campaign, which launched in January 2025. The tourism agency says the campaign positions Britain itself as “the star of the show” and uses film and television locations to encourage overseas travelers to visit more parts of the country. (events.voxmedia.com) A VisitBritain research report published in 2024 said 9 in 10 potential visitors to the UK would be interested in visiting a film or TV location in the future. Another trade report tied to the Los Angeles program said VisitBritain’s research showed 88% of potential U.S. visitors were keen on visiting places used in filming and seen on screen during a trip to the UK. (visitbritain.org) ### How does the pop-up fit into the broader UK push in Los Angeles? The May 22 activation comes at the end of Greater Together Los Angeles, a UK government-backed business and culture program running from May 18 to May 22. The UK government said the Los Angeles program would bring more than 250 business and cultural leaders to the United States to promote trade, investment and cultural ties. (visitbritain.org) Government and trade announcements said the VisitBritain event would conclude that wider Los Angeles push with a co-branded Vulture x GREAT Britain activation at The Grove. The same materials described the U.S. as the UK’s most valuable inbound visitor market, forecast to be worth 7.5 billion pounds to the British economy in 2026. (gov.uk) ### What will visitors actually get if they go? Discover Los Angeles says admission is free, no tickets are required and the event is open to all ages. The listing says guests will encounter giveaways and prizes as they move through the installation. (openjaw.com) Vox Media’s event page says the experience is built around destinations behind “the films, the shows, the moments that stuck with you.” Local event listings describe it as a Memorial Day weekend stop for Los Angeles visitors looking for a short-format pop-up rather than a multi-day festival. ### Where can people find the schedule and next-step details? (discoverlosangeles.com) The event is scheduled for Friday, May 22, from noon to 8 p.m. at The Park at The Grove on South La Brea Avenue in Los Angeles, according to Discover Los Angeles. We Like L.A. included the activation in its Memorial Day weekend guide, and Vox Media is hosting registration details on its event page. (events.voxmedia.com) The UK government’s Greater Together Los Angeles program is set to wrap on May 22, the same day as the public activation. VisitBritain’s related “Discover the real star” itineraries for England, Scotland and Wales remain live on its site for travelers who want to turn the pop-up into an actual UK trip. (gov.uk) (discoverlosangeles.com)