Homepage to high street: ASOS opens pop-up on Tottenham Court Road

In a rare chance to browse ASOS in real life, shoppers can get up close and personal to looks from its 'Summer, styled by ASOS' campaign at the two-day exclusive Tottenham Court Road pop-up. On 4 and 5 June, curated edits from ASOS DESIGN, ARRANGE, COLLUSION and Topshop will be on full display.

Shoppers are invited to step into an immersive ASOS experience, featuring curated edits from its signature brands and standout beauty picks that are must-haves for the summer season. Exclusive collections and limited-edition pieces will also be available to shop in person, offering a unique chance to discover them before anyone else.

Hourly giveaways will add to the excitement, with visitors getting the chance to win this year’s most coveted drops from Adidas' cowprint trainers to BreatheMAX t-shirts and Face + Body products. The campaign will culminate in a high-energy live DJ performance, making it a true celebration of summer style.

ASOS customers have been notified about the pop-up via email, however, passersby are also encouraged to drop in and explore everything on offer. Take note that all purchases made at the pop-up are final sale, which means they are not eligible for returns, exchanges or refunds.

Livvy Thompson, Head of Marketing at ASOS, said: "Summer, styled by ASOS is a bold celebration of summer style. We’re bringing fashion, beauty, and culture together in a fresh and immersive way — a true reflection of what our customers love about this season."

"This campaign is about more than just shopping; it’s about bringing the summer energy to London, creating unforgettable moments and inspiring our community to show up as their most confident, expressive selves."

This comes as ASOS is delving into the waters of physical retail. Ever since it teased that Topshop, which it owns along with Anders Holch Povlsen's Bestseller, was headed back to the high street in a permanent way, it has been trialling physical retail through pop-ups. Back in May, it entered real-life retail with a one-day pop-up in partnership with dance label DEFECTED Records.

Dubbed 'Topshop In The House', the event celebrated the launch of the brand’s new summer-ready Talamanca collection and a limited-edition T-shirt collaboration with DEFECTED - marking a major moment for Topshop ahead of its full-scale return to physical retail this August.

Image credit: Rob Jones