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ASOS to open first London pop-up as part of its ‘ASOS Your Way’ campaign

ASOS is turning clicks into bricks later this month – opening its first London pop-up which will feature a curated selection of its AW23 collections and a collaboration with Snapchat.

The ASOS In Real Life pop-up will run from 23-26 November at 11 Rathbone Place (just off Oxford Street) and forms part of the retailer’s ASOS Your Way campaign which launched this month, reported The Industry.Fashion.

Two floors will be dedicated to ASOS’ ‘most loved’ brands including in-house labels ASOS DESIGN, ASOS EDITION, Topshop, Topman and Collusion, as well as major brands such as Nike, The North Face, New Balance, Charlotte Tilbury, Sol de Janeiro and Drybar among others.

There will also be experiences such as a live DJ, bookable panel talks and workshops. Charlotte Tilbury will be offering free beauty treatments, while Drybar will offer hair styling.

The Snapchat partnership will be an AR catwalk show, with customers being able to access the experience by pointing their cameras at the pop-up building.

“The ASOS In Real Life pop-up is a brand first, with the take-over of an entire Central London location that is shoppable both physically and digitally for visitors,” commented Dan Elton, ASOS senior customer director. “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.”

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