Norwich is a city of stories – tales waiting to be told and secrets yet to be discovered. It’s one of the reasons we’re proud to base our studios and workshops here – we’re a city that celebrates change and innovation whilst embracing a rich history. But underneath our city’s stories lies a sometimes-hidden heritage.
One such venture connecting Norwich’s past with our vibrant city of today is The Shoebox Experiences. The Shoebox run a range of curious tours and experiences, from tipsy tavern trails to spooky lantern-lit tours, to their popular Hidden Street Tour which takes place directly underneath the premises on Castle Meadow. Every ticket directly funds The Shoebox Enterprises, a social enterprise on a mission to empower people to connect with their communities and lead fulfilling lives. Board game evenings, mental health support groups and skill-building sessions are just a few of the ways that The Shoebox’s Community Hub brings people together.
We first came across the Shoebox in October 2023, when the non-profit were given the shock news that they’d be losing their city centre premises. Not only were the team faced with losing the Hub that their community knew and loved; also threatened was the hidden medieval street that lies below the premises and by extension, the Shoebox’s bestselling ‘Hidden Street Tour’.
But it wasn’t the end of the Shoebox. After an outpouring of support from members, staff, friends, local businesses, press, and the wider Norwich community, an extension on the Castle Meadow premises was granted for a further three years. The team also launched a crowdfunding campaign in February 2024 in hopes to buy the premises, which successfully raised over £50,000.
Now, The Shoebox’s aim is to secure a stable future for the business, both from buying the premises and focusing on long-term brand building to drive awareness of their tours and experiences.
Hearing the Shoebox’s story sparked a big idea. An experiential marketing campaign that would let people experience a snippet of The Shoebox Experiences, and in turn learn a bit about The Shoebox Enterprises CIC too.
That’s why from the 28th October, a mysterious red shoebox will be appearing in Norwich's Castle Quarter. The Shoebox invite you inside to lift the lid on their historic tours and experiences, discover a hidden side to the streets of Norwich, and support their incredible work across the community. CEO Tom Gaskin spoke about the installation:
“As a city with such a rich tapestry of stories and history, we’re always excited to showcase Norwich in new and engaging ways. The giant Shoebox pop-up offers a unique chance for visitors to step into the hidden corners of our city’s past, while directly supporting the work we do across the community. It’s a fun, interactive way to give people a taste of our tours and experiences, and we hope it inspires many to explore more of Norwich’s untold stories.”
It's a project we’ve been excited about from the beginning, managing the concept, design, marketing, and practical creation of the unique pop-up experience. We know the power of experiences for all sorts of businesses and brands, and the Shoebox is a fantastic organisation to be supporting. Our Managing Director, Alex, spoke about the project:
“When it came to the Shoebox and their work right on our doorstep, we were immediately excited at the scope of history and stories to share in a memorable way. But more than that, we’re incredibly proud to be part of directing the power of these experiences back into our community and recognising the amazing history of Norwich. It’s just the beginning of more big ideas coming alive in the city of stories!”
The installation is going to be based at Castle Quarter, which continues to grow its leisure and entertainment offer. Now recognised as Norwich’s leading social, leisure, and lifestyle destination, Castle Quarter also offers lots of free, family-friendly activities and events throughout the year. The giant shoebox is the latest collaboration.
We spoke to Gemma Hyde, Marketing and Administration Manager for Castle Quarter, who says it shouldn’t be missed:
“We can’t wait to have the giant shoebox in the quarter this autumn, where curious minds can go on a mini adventure to discover new stories about Norwich’s rich past, all while supporting the Shoebox Community Hub which delivers so much good work here in the city.”
The Shoebox are looking to a future that didn’t seem possible a year ago, one that allows them to continue bringing the stories of Norwich to life and sharing our city’s vibrant history. More importantly, it’s one that protects a safe space for vulnerable groups in and around Norwich. The Shoebox pop-up is a celebration of the stories that Norwich has to offer, and one that The Shoebox, Castle Quarter, and our team are excited to share.
“The support we’ve received has been overwhelming. It’s a true testament to how much Norwich values its heritage and community spirit. We’re excited to be moving forward with renewed energy and focus, and we’re incredibly grateful to Image Experiential for their generous support in bringing the giant Shoebox pop-up to life. This partnership allows us to showcase our work in a creative and engaging way, and we can’t wait for people to experience it!”- Tom Gaskin, CEO, The Shoebox Enterprises CIC.
You can unbox the secrets of the real-life Shoebox in Castle Quarter, at the bottom of the spiral staircase next to Boots, from Monday 28th October – Sunday 3rd November. Make sure you don’t miss it!
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