ASOS has spent its entire history operating online but now it’s entering a physical space for the first time with an “in real life retail experience” opening in central London.
The ASOS In Real Life pop-up will be a four-story “immersive space” located near Oxford Street at 11 Rathbone Place from 23rd – 26th November.
“Entering the ASOS world, customers will be able to experience its fashion first-hand, with a carefully selected selection of AW23 collections available for them to try on and buy – both physically and digitally,” the business stated.
Its “most loved” brands, both its own and those of other companies, will be the focus of two floors. These brands will include Nike, The North Face, New Balance, Charlotte Tilbury, Sol De Janeiro, Drybar, and “many more,” in addition to Design, Edition, Topshop, Topman, and Collusion.
The pop-up edit will also “remain live on-site after the event for those who miss out”.
Additionally, the business and Snapchat have teamed up “to take immersive shopping to the next level.” In actuality, this means that customers who visit the pop-up will have access to a runway show including augmented reality (AR) that has been “curated by the ASOS in-house design team.”
“Visitors will be able to unlock the experience, which features digital avatars showcasing a range of ASOS outfits that can be purchased in-store, by pointing their camera at the pop-up building with the Snapchat app.”
