ASOS to launch first-ever IRL space in London’s West End

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.

From 23-26 November, the ASOS In Real Life pop-up will be a four-storey “immersive space” at 11 Rathbone Place, not far from Oxford Street. 

The company said that “stepping into the world of ASOS, consumers 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”.

There will be two floors dedicated to its “most loved” brands — both its own and third-party labels — including Design, Edition, Topshop, Topman, and Collusion, plus Nike, The North Face, New Balance, Charlotte Tilbury, Sol De Janeiro, Drybar “and many more”. 

The pop-up edit will also “remain live on-site after the event for those who miss out”. 

There’ll be a big entertainment aspect too with “live music, DJ sets, giveaways and freebies, along with a number of bookable workshops and panel talks – such as a styling session with LuxeGen (a Gen Z-centred offshoot of Sheerluxe), skincare masterclass with The Ordinary, and a Running Club with New Balance”.

Plus it will be offering free beauty treatments from Charlotte Tilbury and hairstyling from Drybar, which are bookable, “but walk-ins will also be welcome”. 

The company has also partnered with Snapchat “to take immersive shopping to the next level”. What that means in practice is that 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 features digital avatars showcasing a range of ASOS outfits that can be purchased in-store”. 

Virtual beauty try-ones will also be part of that experience.

And a handful of Snapchat users will “have a chance to claim exclusive in-store rewards by engaging with the AR catwalk lens”.

It’s all part of the recently launched ASOS Your Way campaign with Dan Elton, Senior Customer Director at the e-tailer, saying this brand first comes as the business aims “to inspire fashion lovers. We want to connect with, excite and engage our consumers across multiple touchpoints”.