ASOS to launch ‘premium’ pop-up on London’s Carnaby Street
In what it describes as “stepping out from behind the screen”, online fashion destination ASOS is launching a ‘premium’ pop-up at 10 Carnaby Street in London – set to run from 7-16 November.
Featuring interactive installations that “blend the physical and online experience”, the space will offer customers a rare opportunity to experience the retailer's unique curation of own brands and partner brands in person, just in time for the festive season.
The pop-up will showcase over 200 pieces, spanning partywear, statement cold weather pieces, beauty ‘heroes’ and gifting options.
Shoppers will be able to browse and try on outfits from the newly launched premium menswear line, ASOS Collective, the elevated ARRANGE collection and the latest edits from Topshop and Topman, as well as a handpicked selection from leading partner brands such as Good American, Carhartt WIP and AllSaints.
The pop-up will also be the only physical location to purchase the second drop of the exclusive Adidas x ASOS collaboration, which launches online on 30 October. A statement sneaker wall will showcase top picks from Adidas and other premium footwear brands.
On the beauty front, the space will spotlight Face + Body favourites from brands including Charlotte Tilbury, Medicube, Ouai and Bubble, with Face + Body goody bags handed out to one in every 10 customers.
Additionally, ASOS.WORLD loyalty members can book personal styling sessions during the exclusive early access event on 7 November, between 11am -2pm.
Vanessa Spence, EVP of Brand and Creative at ASOS, said: “ASOS has always been about inspiring confidence through fashion and beauty, and this pop-up is a celebration of that.
“We’re bringing together our most exciting products in one place, giving customers the chance to discover and create outfits from our unique curation of brands and styles in real life. There’s no better time to do it than in the lead up to the holidays, right in the heart of London.”
For those who can’t make it to Carnaby Street, ASOS will also be bringing the pop-up experience online, as both its website and app will showcase all 200+ pieces featured in-store.
In addition to London, there will be a second ASOS pop-up in New York later in November to bring festive cheer to the retailer’s fans stateside.
It was back in June that ASOS last took the pop-up route, with a two-day exclusive on Tottenham Court Road featuring key looks from its ‘Summer, styled by ASOS’ campaign, as well as exclusive collections and limited-edition pieces.
