The Experiential Edge: With The Shoebox Experiences
- Eleanor Loveday
- 1 day ago
- 4 min read
When we were first planning the Experiential Edge series, it was a no-brainer to speak to The Shoebox Experiences.
The Shoebox Experiences provide history tours and experiences around Norwich, including their signature ‘Hidden Street Tour’, which takes place right beneath their premises on Castle Meadow.
Also based in The Shoebox Hub is The Shoebox Enterprises, a social enterprise empowering people to connect with each other and lead fulfilling lives.
The Shoebox has been operating for 10 years now, successfully engaging both locals and visitors in Norwich’s history.
We sat down with Tom Gaskin, CEO, and Lisa Willett, Customer Experience and Development Manager, to hear what ‘experiential’ means to the business.
This conversation is part of our Experiential Edge series, which gives businesses the tools and mindset to unlock the power of experience.
Here’s what we learnt.
Physical place brings imagination alive
Before visiting The Shoebox, we’d seen plenty of photos of the Hidden Street. But stepping into it is another story entirely.
Suddenly, you feel transported to another time, when the street was buzzing with people. You can imagine the sounds, sights, smells of the time.
Physical places can spark the imagination in a way you just don't get virtually - and that extends to event marketing too. If you want people to truly connect with your message, immersing them in your ‘brand world’ will help them to do so.
Connection through storytelling
Physical space sets the stage, but storytelling is what really makes it come alive.
Tom and Lisa explained that their stories connect people with history – both for those who are visiting Norwich for the first time, and people who’ve lived in the city for years.
The same principle applies for live events and brand experiences. Storytelling and conversation can connect people more deeply with your brand – whether that’s because they’re learning more about you, or just because they’re having a genuine conversation with a friendly member of staff.
Emphasis on the ‘friendly member of staff’. Because even the best city tour or brand experience can’t make up for a frosty reception. The Shoebox place huge emphasis on their Experience Hosts – all knowledgeable, personable, and genuinely passionate about history.
Lisa explains that no two tours are the same. Each Experience Host brings their own interests, insights, and personality, tailoring tours to each individual group. Some visitors might have lived in Norwich for years, walking past The Shoebox Hub daily without knowing what lies beneath. Others might remember Ponds, the shoe shop that once occupied the building.
Being able to respond to unexpected questions, adapt the narrative, and meet people where they are is what enriches the experience, making it more enjoyable and memorable.
Really, it’s no surprise that The Shoebox’s team are frequently mentioned by name in reviews, and that many visitors return again.
Experience with purpose
The Shoebox Experiences doesn’t just exist to connect people with the past. It’s also part of an important mission for the present and future – The Shoebox Enterprises CIC, which is based in the same building.
With the two co-located, customers taking part in a tour will see The Shoebox Enterprises’ community groups in action. They can see firsthand what their money is going into – not only learning about the city, but helping to build stronger communities too.
The two go hand in hand: The Shoebox Experiences helps fund and support The Shoebox Enterprises, but The Shoebox Enterprises also adds a significant differentiator and draw for tour and experience customers.
A giant red shoebox
In October 2024, The Shoebox brought a taste of their experiences to a bigger group of people, with a giant red shoebox landing in Norwich’s Castle Quarter. We worked with Tom and Lisa to design and build the space, building awareness and recognition of the brand, and their tours and experiences.
The activation brought experiential thinking and The Shoebox's strengths together – from Experience Hosts telling the story of each tour, to sensory cues which added an immersive feel to the shoebox’s interior. You can learn more about the shoebox activation here.
What’s next?
Looking ahead, Tom and Lisa shared how important it is to keep the bottom of the sales funnel strong. That means continually gathering customer insight, investing in the team, and ensuring every tour delivers consistent value.
They’re also exploring opportunities to add even more value through new tours in exciting locations around the city.
We’re looking forward to seeing how The Shoebox continue connecting people with stories, and experience with purpose. Keep your eyes peeled to see what they get up to next!
5 things you can learn from The Shoebox, to help find your own experiential edge
Authenticity
We asked Lisa what makes a good brand experience in her view, and her first answer was authenticity. Do what you say you will, stay true to your values, and you'll build trust and loyalty.
Be customer orientated
Lisa’s second mention: customer orientation. Having conversations, seeking feedback, social listening and more mean the team stay in tune with their customer, and what matters to them.
Your people are your biggest asset
The Shoebox are constantly praised for their brilliant team, with return visitors often requesting a specific host. They really do make the experience – something all brands can bear in mind.
Storytelling
With a strong team comes the ability to tell your brand’s story. The Shoebox team are all well versed in the tours they deliver, and it pays off. If you’re exhibiting at an event, make sure your team are well briefed and confident communicators.
Adaptability
The best part of brand experiences is that they’re human. Being adaptable and able to personalise the experience toward different customers will make it feel more special and more memorable for them.
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