Asos is set to make its physical pop-up store debut this month in London, allowing customers to experience its “fashion first-hand” as well as a collaboration with Snapchat promising “to take immersive shopping to the next level”.
The four-storey pop-up at 11 Rathbone Place in London, will run from November 23-26, coinciding with Black Friday, and will offer an immersive space for consumers 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 DESIGN, Topshop, Topman and Collusion, along with big brands such as Nike, The North Face, New Balance, Charlotte Tilbury, Sol de Janeiro, Drybar and more.
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Beyond the fashion there will be experiences such as a live DJ, bookable panel talks and workshops, such as a styling session with LuxeGen (the Gen Z-centered offshoot of Sheerluxe, a skincare masterclass with The Ordinary and a running club with New Balance.
Charlotte Tilbury will be offering free beauty treatments while Drybar will offer hair styling (which is bookable but walk-ins will also be welcome).
The partnership will Snapchat takes the form of an AR catwalk show, curated by the Asos in-house design team.
Using the Snapchat app, customers will be able to access the experience by pointing their cameras at the pop-up building. This will enable them to see digital avatars wearing a range of Asos clothes that can be purchased in-store.
A handful Snapchat users will be able to claim exclusive in-store rewards by engaging with the catwalk lens. Shoppers will also be able to try on fashion and beauty looks in-store using AR technology.
Senior customer director Dan Elton 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!’
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