ASOS to open IRL pop-up in London

Set to run from November 23rd – 26th at 11 Rathnone Place, the four-storey retail space will offer an customers an immersive experience to try on and buy, both physically and digitally, a curated edit of its autumn/winter 2023 collections.

Dan Elton, senior customer director at ASOS, said in a statement: “As part of the ASOS Your Way campaign, we are excited to deliver our first in-person shopping experience for consumers this coming Black Friday weekend.”

“The ASOS In Real Life pop-up is a brand first, with the takeover of an entire Central London location that is shoppable both physically and digitally for visitors. At ASOS, our goal is to inspire fashion lovers. We want to connect with, excite and engage our consumers across multiple touch-points.”

“We look forward to delivering an exciting mix of products, experiences and events, and meeting our customers in London soon!”

The pop-up will offer two floors dedicated to ASOS brands, including ASOS Design, ASOS Edition, Topshop, Topman, Nike, Collusion,  The North Face, New Balance, Charlotte Tilbury, Sol De Janeiro, and Drybar.

There will also be live music, DJ sets, giveaways and freebies, along with several bookable workshops and panel talks, such as a styling session with LuxeGen, a skincare masterclass with The Ordinary, and a Running Club with New Balance.

The retailer is also partnering with Snapchat to take immersive shopping “to the next level”, with an augmented reality (AR) catwalk show curated by the ASOS in-house design team.

Using the app, visitors will be able to point their camera at the pop-up building to unlock the experience, which features digital avatars showcasing a range of outfits that can be purchased in-store.

A handful of Snapchat users will also have a chance to claim exclusive in-store rewards by engaging with the AR catwalk lens.