Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
Asos is set to launch its first four-storey pop-up store in Central London from 23-26 November.
The Asos In Real Life pop-up will welcome customers to an immersive space at 11 Rathbone Place, where they will be able to experience its fashion “first-hand”, with a curated edit of AW23 collections available for them to try on and buy – both physically and digitally.
Two floors will be dedicated to Asos’ “most-loved” brands, including Asos Design, Asos Edition, Topshop, Topman, Collusion, Nike, The North Face, New Balance, Charlotte Tilbury, Sol De Janeiro, Drybar and many more.
The pop-up edit will remain live on-site after the event for those who miss out.
Additionally, Asos has also partnered with Snapchat to take “immersive shopping to the next level”.
Shoppers visiting the pop-up will be able to access an Augmented Reality (AR) catwalk show, curated by the Asos in-house design team.
Using the Snapchat app, visitors will be able to point their camera at the pop-up building to unlock the experience, which will have a chance to claim “exclusive” in-store rewards by engaging with the AR catwalk lens. Shoppers will also be able to virtually try on beauty products in-store, thanks to AR technology.
Dan Elton, senior customer director at Asos, said: “As part of the Asos Your Way campaign, we are excited to deliver our first in-person shopping experience for Asos 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 touchpoints. We look forward to delivering an exciting mix of products, experiences and events at Asos In Real Life, and meeting our customers in London soon.”
The news comes as Asos published its full year results for the 12 months ended 3 September earlier last week (1 November), showing a 10% year on year decline in group revenue to £3.54bn and a 238.7% increase in operating losses to £248.5m.
