In 2011, Russell saw the opportunity to blend Airbnb’s business model with the pop-up shops in London’s Seven Dials neighbourhood. The goal of We Are Pop Up is to unleash the latent creativity of people in cities around the world by connecting them with short-term retail space. Prior to his latest venture, Russell worked as a management consultant in China, Europe, India, and the US. His clients include Barclays, HP, Lexus, LVMH, Shell, Tesco, and Unilever. His work included introducing luxury brands to hip-hop, bringing Chinese clean-tech to Europe, and valuing economic, environmental, and social impact for private equity firms. Russell holds an MBA at the University of Oxford and studied sustainable economic development with ACCORD in India. He mentors MBAs at Saïd Business School and social innovators at On Purpose.