The Pop Up Hotel (TPUH) has captivated guests at the Formula 1 British Grand Prix at Silverstone with a premium hospitality experience that includes temporary luxury accommodation, fine dining from a Michelin-starred chef, and a first-of-its-kind trackside swimming pool. The brand, founded in 2011 by Mark and Vicky Sorrill, aims to create shared, immersive experiences for fans.
From Glastonbury to Silverstone
TPUH debuted in 2011 at Glastonbury Festival and has since expanded to events worldwide. At Silverstone, the operation has grown to 360 units this year, tripling in size from last year. The company also recently featured at Monaco's Grand Prix and is heading to Monza in September, with plans to enter the golf market for the 2027 Ryder Cup in Ireland.
Bridging the Gap in Event Accommodation
Co-founder Mark Sorrill explained that event accommodation was previously polarised between basic camping and off-site hotels. TPUH bridges that gap by creating a village in the heart of the action. The brand maintains end-to-end control, from hire and construction to removal, and faces the challenge of delivering on time with no leeway on dates.
Economic and Social Impact
Beyond guest satisfaction, TPUH collaborates with hundreds of small companies and contractors, boosting local economies and providing learn-and-earn opportunities for young people. The company raised £350,000 through crowdfunding, building a committed community with equity stakes. Last year, the business generated £2.9 million in turnover, and based on six flagship events annually, it forecasts £5-8 million for 2027/28.
Future Expansion and Accessibility
TPUH sees potential at horse racing and tennis events like Ascot and Wimbledon. New partner Rufus Mountain Lawrence has joined the team. Mark Sorrill praised motorsport chiefs Nick Read and Stuart Pringle for their foresight in partnering to extend the guest experience at Silverstone. When asked about a budget version, Sorrill pointed to the Marriott Hotel as an accessible model, with celebrities 'on stage rather than at breakfast'.
