ASOS, a digital retail trailblazer, is making history with its inaugural physical space in central London. The ASOS In Real Life pop-up, a four-storey immersive experience, is set to grace 11 Rathbone Place from November 23 to 26, just moments away from Oxford Street.
This groundbreaking move allows consumers to step into the world of ASOS and immerse themselves in a carefully curated edit of AW23 collections. On two dedicated floors, shoppers can explore ASOS’s most-loved brands, including its own and third-party labels like Design, Edition, Topshop, Topman, Collusion, Nike, The North Face, New Balance, Charlotte Tilbury, Sol De Janeiro, Drybar, and more.
The pop-up edit will extend beyond the event for those who miss out. The experience goes beyond shopping; it’s a celebration with live music, DJ sets, giveaways, and bookable workshops and panel talks. From styling sessions with LuxeGen to skincare masterclasses with The Ordinary and a Running Club with New Balance, there’s something for everyone.
Free beauty treatments from Charlotte Tilbury and hairstyling from Drybar will be on offer, with both bookable and walk-in options. ASOS has also collaborated with Snapchat to enhance the immersive shopping experience. Visitors can access an augmented reality (AR) catwalk show through the Snapchat app, unlocking a digital showcase curated by ASOS’s in-house design team. Shoppers can point their cameras at the pop-up building to unlock the experience, featuring digital avatars showcasing a range of ASOS outfits available for purchase in-store. Virtual beauty try-ons are also part of this innovative experience.
As part of the ASOS Your Way campaign, this groundbreaking move aims to inspire fashion enthusiasts, connecting, exciting, and engaging consumers across various touchpoints. Dan Elton, Senior Customer Director at ASOS, emphasizes the brand’s commitment to inspiring and connecting with consumers in innovative ways. This venture marks a significant milestone for ASOS, bridging the gap between online and offline retail experiences in a way that captivates and delights consumers. Explore the unprecedented fusion of digital and physical retail at the ASOS In Real Life pop-up.
