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ASOS is venturing into the physical retail space with an innovative pop-up store in Central London. From 23-26 November 2023, the ASOS In Real Life pop-up will open its doors at 11 Rathbone Place, offering a unique blend of digital and real-world fashion experiences.

This four-storey immersive space marks a significant shift for ASOS, traditionally an online-only retailer. It will feature a curated edit of the Autumn/Winter 2023 collections, allowing customers to try on and purchase items both physically and digitally. The pop-up will showcase popular brands like ASOS DESIGN, ASOS EDITION, Topshop, Topman, COLLUSION, Nike, The North Face, New Balance, Charlotte Tilbury, Sol De Janeiro, and Drybar.

asos popup2023

In addition to fashion, the pop-up promises an engaging atmosphere with live music, DJ sets, giveaways, and freebies. It will also host a series of bookable workshops and panel talks, including a styling session with LuxeGen, a skincare masterclass with The Ordinary, and a Running Club with New Balance. Beauty enthusiasts can enjoy free treatments from Charlotte Tilbury and hair styling from Drybar.


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A groundbreaking partnership with Snapchat introduces an Augmented Reality (AR) catwalk show, curated by the ASOS in-house design team. Visitors can use the Snapchat app to unlock this experience, featuring digital avatars in ASOS outfits. This AR feature also allows virtual try-ons of beauty products in-store.

Dan Elton, Senior Customer Director at ASOS, emphasizes the significance of this event. He states, “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 pop-up will be open to the public from 11 am to 7 pm each day. For those interested in attending the event, sign-up details are available on the ASOS website.

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