Watch: Etsy goes offline with Everyday Emporium pop-up

Campaign visited Etsy's pop-up shop in central London, where for four days they are showcasing 100 variations of one item - and the only way customers can get their hands on them is by sharing on Instagram.

The pop-up, which is part of Etsy's global "Difference makes us" campaign, aims to celebrate all the things that make the online marketplace's customers unique. 

Each day showcases 100 different examples of a single product: pet beds, clocks, mugs and cushions.

Visitors are invited to choose their favourite, post a photo of it on Instagram with the hashtag #DifferenceMakesUs, and take their unique item home.