Asos opens its first physical store this week with a pop-up that coincides with Black Friday.
The online fashion giant has promised “to take immersive shopping to the next level” with its four-storey pop-up at 11 Rathbone Place, which will run from November 23-26.
The retailer has teamed up with Snapchat with users of the social app able to see digital avatars of themselves wearing a range of Asos clothes that can be purchased in-store when pointing their app at the venue.
Visitors will be able to try on and buy, both physically and digitally, a curated edit of its autumn/winter 2023 collections.
Two floors will be dedicated to its “most loved” brands including in-house label Asos Design, Topshop, Topman and Collusion, along with big brands such as Nike, The North Face, New Balance, Charlotte Tilbury, and Sol de Janeiro.
Beyond the fashion, there will be experiences such as a live DJ, bookable panel talks and workshops, such as a styling session with LuxeGen, a skincare masterclass with The Ordinary and a running club with New Balance.
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Charlotte Tilbury will offer free beauty treatments while Drybar will provide hair styling.
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