Asos Unveils Inaugural Physical Retail Experience in London

Online retail giant Asos is set to break new ground with its first-ever physical pop-up store in London, providing customers with a firsthand encounter of its fashion offerings. Running from November 23-26, coinciding with Black Friday, the four-story pop-up located at 11 Rathbone Place will offer an immersive space where visitors can explore and purchase a thoughtfully curated selection from Asos’ autumn/winter 2023 collections, both in-person and through digital channels.

Dan Elton, Senior Customer Director at Asos, expressed excitement about the Asos In Real Life pop-up, a pivotal aspect of the Asos Your Way campaign. Elton noted that this unique experience encompasses an entire Central London location, offering a seamless blend of physical and digital shopping for visitors.

Asos aims to inspire and connect with fashion enthusiasts, providing a diverse range of products, experiences, and events during the Black Friday weekend.

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

Attendees can also enjoy live music, DJ sets, giveaways, freebies, and 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. Beauty treatments from Charlotte Tilbury and hair styling from Drybar will also be available.

In a groundbreaking partnership with Snapchat, Asos aims to elevate the shopping experience with an augmented reality catwalk show curated by its in-house design team. By using the Snapchat app, visitors can unlock this immersive experience by pointing their cameras at the pop-up building.

The AR catwalk show features digital avatars showcasing various Asos outfits available for in-store purchase. Snapchat users engaging with the AR catwalk lens may have the chance to claim exclusive in-store rewards. The AR technology will also enable shoppers to virtually try on beauty products in-store.

The ASOS In Real Life pop-up is scheduled to launch on November 23, promising a fusion of fashion, technology, and interactive experiences for consumers.