THE WHAT? Asos, the online fashion retailer, is set to open its first physical pop-up store in London. This innovative venture, named “Asos In Real Life,” will open from November 23 to 26, coinciding with the Black Friday shopping season. The pop-up at 11 Rathbone Place is designed as a four-storey immersive space where visitors can explore, try on, and purchase items from Asos’ Autumn/Winter 2023 collections both in person and digitally.

THE DETAILS  The pop-up will feature two floors showcasing various brands, including Charlotte Tilbury, Asos Design, Topshop, and Nike. Additional attractions include live music, DJ sets, giveaways, and workshops on styling and skincare. Asos is also partnering with Snapchat to offer an augmented reality (AR) catwalk show, allowing visitors to try on products virtually.

THE WHY? This pop-up store marks Asos’s’ attempt to bridge the gap between online and physical retail experiences.