Urban Living Festival names City Pop headline sponsor for 2027 and 2028

Urban Living Festival has tapped City Pop as headline sponsor for its 2027 and 2028 events, signaling deeper alignment between flexible living and the broader hospitality-real-estate market. The 2027 festival in London will bring together more than 175 speakers and 1,500 pre-approved attendees at no cost.

Why it matters: - The sponsorship ties one of Europe’s flexible-living operators to a major industry gathering focused on the convergence of hospitality and operational real estate. - The 2027 format is built to draw landlords, developers, operators, investors and capital sources from multiple living and workspace sectors. - Free attendance for 1,500 pre-approved attendees lowers the barrier to entry for decision-makers across the sector.

What happened: - Urban Living Festival announced City Pop as headline sponsor for its 2027 and 2028 events. - The 2027 festival is set for Feb. 16, 2027, at Novotel London West in London. - The event will feature more than 175 speakers and 1,500+ pre-approved no-cost attendees. - Eligible attendees include landlords, developers, operators, investors and capital sources. - The festival spans hotels, serviced apartments, build-to-rent, coliving, student accommodation, short-term rentals, later living, branded residences and flex workspace. - Service providers can sponsor, exhibit or attend for a nominal fee.

The details: - Urban Living Festival launched in 2021 and says the revised 2027 format reflects the rapid convergence of hospitality and operational real estate. - The event is designed to support practical business opportunities, unexpected collaborations and more open cross-sector discussion. - Pawel Gawor, CEO of City Pop, said the company’s relationship with the festival has grown every year and that headline sponsorship is a natural next step. - Gawor said City Pop needs the right buildings, partners and clients, and that the festival brings those groups together. - Piers Brown, CEO of International Hospitality Media, said the company is working with City Pop to support its expansion. - Brown said the goal is to build the industry’s most inclusive gathering and create more value for sponsors, exhibitors and attendees. - Previous speakers, sponsors and exhibitors have included IKEA, Ennismore, Criterion Hospitality, Alexa by Amazon, Aston Martin, M + G, Greystar, Brookfield, City Pop, Grainger, British Land, Starwood Capital, Argent by RELATED, Canary Wharf Group, POHA House, Host + Stay, Guesty, APO, Under The Doormat, Bidwells, NREP, Hines, Wyndham Hotels, Airbnb, Wifirst, Node, Bob W, Numa, JLL, Blueground, Realpage, Minut, Quintain, DWS, Bedford Estates, EQ Group, Auriens, WeWork, PKF, Rasmala, Studio Moren, Birchgrove, Lifestyle Hospitality Capital, Knight Frank, Blue Orchid Hotels, Cheval Collection, Synergy Global Housing, Pricelabs, STR, AXA, Residently, Anglo Educational, AHV Associates, BNP Paribas, Lasalle, LOFT, Urban Rest, Resicentral, Native, Apache Capital, Clyde and Co, Keystone Law, Packaged Living, Realstar, Get Living, Ringley Group, Riverstone Living, Retirement Villages, Mapletree, Compass Rock, Arc Club, Apaleo, AENDRE, TLJ Group, Hyber and L + G. - Supporting partners include BisNow, Development Finance Today, Association for Rental Living, Association for Serviced Apartment Providers, Class Foundation, Coliving Ventures, Flex SA, Short Term Accommodation Association and Show House Magazine. - Registration is open for complimentary attendee passes, exhibitor opportunities and sponsorship enquiries. - Editorial and press enquiries go to George Sell, Editor-in-chief of Urban Living News. - Sponsorship and exhibitor enquiries go to Rachael Nolan, Head of Growth, and Katie Houghton, VP Commercial Partnerships. - City Pop says it rethinks urban living with furnished, connected homes that are contract-free in the traditional sense and ready on arrival. - City Pop operates two concepts: City Pop for stays of four to 52 weeks and City Pop 2NIGHT for stays from one night. - Founded in Zurich in 2018, City Pop manages and operates more than 3,000 units across 26 buildings in six countries: Switzerland, Germany, Italy, France, Czechia and the United Kingdom. - City Pop opened its first London property in August 2026. - International Hospitality Media says it reaches a global audience through Boutique Hotel News, Serviced Apartment News, Short Term Rentalz and Urban Living News. - IHM says its brands generate more than one million industry conversations each month across digital content, webinars, podcasts and live events. - The source includes a LinkedIn showcase link and a YouTube link: LinkedIn showcase and YouTube video.

Between the lines: - The headline sponsorship suggests City Pop is using the festival as a growth platform rather than just a marketing channel. - The attendee mix points to a broader push to connect capital, operators and asset owners in one room as living categories continue to blur. - The no-cost attendance model may help the event attract senior decision-makers while keeping the focus on dealmaking and partnerships.

What's next: - Registration remains open for complimentary passes. - Sponsorship and exhibitor slots are still being sold. - The February 2027 event will test whether the expanded format can deepen cross-sector participation and business activity. - City Pop’s sponsorship continues into the 2028 festival cycle.