ASOS goes IRL with first London pop-up featuring immersive AR shopping experience
ASOS is to stage its first IRL pop-up in London at the end of the month featuring a curated selection of its AW23 collections and a "global first" collaboration with Snapchat promising "to take immersive shopping to the next level".
To be staged in a four-storey location at 11 Rathbone Place, just off London's Oxford Street, the ASOS In Real Life pop-up will run from 23-26 November and forms part of the new ASOS Your Way campaign launched this month.
Two floors will be dedicated to the online fashion giant's "most loved" brands including in-house labels ASOS DESIGN, ASOS EDITION, Topshop, Topman and Collusion, along with big brands such as Nike, The North Face, New Balance, Charlotte Tilbury, Sol de Janeiro, Drybar and more.
ASOS Your Way
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.
ASOS Your Way
"As part of the ASOS Your Way campaign we are excited to deliver our first in-person shopping experience for ASOS customers this coming Black Friday weekend. The ASOS In Real Life pop-up is a brand first, with the take-over of an entire Central London location that is stoppable 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 touchpoint. 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," said ASOS Senior Customer Director Dan Elton.
The ASOS In Real Life pop-up will be held at 11 Rathbone Place from Thursday 23 to Sunday 26 November and will be open to the public from 11am to 7pm every day.
