Free can be useful for a low-risk test, but it often shifts the work. A free or found spot, whether that's an empty unit a landlord lends you, a friend's shop corner or a borrowed pitch, keeps costs down. The trade-off is uncertainty. You often get no proper power, lighting or loading, unpredictable footfall, and the fit-out and compliance risk sitting squarely on you.
A paid pop-up space costs more upfront but buys predictability. You get a known footfall context, sorted power and layout, included fixtures, and clearer terms on what you can and can't do.
Hourly pop-up spaces in London sit roughly between £40 and £135 with minimum bookings from one to four hours. Compare the full cost and the customer experience, not the headline rate alone. You can
plan a pop-up around the stock, staffing and setup involved.