In Pictures: Inside the first ASOS physical retail pop-up

Online fashion giant ASOS threw open the doors of its first physical retail pop-up in central London today, offering an immersive, digitally enabled experience to shoppers over four floors.

Situated in Rathbone Place, just off Oxford Street, the pop-up features a world-first collaboration with Snapchat, which takes the form of an AR catwalk show, curated by the ASOS in-house design team.

Using the Snapchat app, customers can access the experience by pointing their cameras at the pop-up building. This allows them to see digital avatars wearing a range of ASOS clothes that can be purchased in-store.

Fashion, and beauty, on offer in-store is from in-house labels ASOS DESIGN, ASOS EDITION, Topshop, Topman and Collusion, along with notable names such as Nike, The North Face, New Balance, Charlotte Tilbury, Sol de Janeiro, Drybar and more.

As well as shopping, customers can experience a live DJ, book in to listen to a panel talks, take part in a workshop, such as a styling session with LuxeGen (the Gen Z-centered offshoot of Sheerluxe) or attend a skincare masterclass with The Ordinary and a running club with New Balance.

Charlotte Tilbury is offering free beauty treatments while Drybar is offering hair styling (which is bookable but walk-ins are also welcome).

The ASOS In Real Life pop-up will be open at 11 Rathbone Place until 26 November.