In Pictures: From screen to street, ASOS’s premium pop-up lands on Carnaby
Back in June, ASOS flirted with the physical world with a quick two-day pop-up on Tottenham Court Road. This time, it’s going bigger, bolder and fully festive. The online fashion giant is bringing its first ‘premium’ in-person experience to 10 Carnaby Street, running from 7-16 November, and it promises more than just a place to swipe in real life.
The space is designed to blur the line between online and offline, with interactive installations and carefully curated zones showcasing over 200 pieces. From party-ready dresses and statement cold-weather layers to beauty hero products and giftable treats, it’s the kind of immersive edit that makes scrolling feel almost like a thing of the past.
There’s plenty for menswear fans too, with the new ASOS Collective line and elevated ARRANGE collection alongside classic Topman staples. Partner brands, including Good American, Carhartt WIP and AllSaints, feature heavily, while sneakerheads will want to make a beeline for the exclusive Adidas x ASOS second drop, launching online on 30 October - the pop-up will be the only physical place to get them.
Beauty lovers haven’t been forgotten either. Face + Body favourites from Charlotte Tilbury, Medicube, Ouai and Bubble will be on display, with lucky visitors walking away with goody bags. ASOS.WORLD loyalty members can even pre-book styling sessions during an exclusive early access window on 7 November.
Vanessa Spence, EVP of Brand and Creative at ASOS, said: "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 anyone not in Carnaby, fear not. The experience is being mirrored online, with the full edit available via the ASOS website and app. For those across the pond, a second pop-up lands in New York later in November, bringing a slice of festive ASOS magic stateside.
Photo Credit: Beatrice Rigby
