ASOS opens another US pop-up with 17-day space in SoHo

ASOS may be all about digital but it’s been using physical spaces to reach out to consumers in recent periods and from this week it’s hosting another physical pop-up in New York City.

The Winter Wonderland pop-up in SoHo, is its third US activation in six months as it focuses heavily on the American market.

Opening on December 5, the limited-time (it runs until December 21) space “invites shoppers to step inside ASOS Wonderland and explore a curated edit of festive fashion in a reimagined, holiday-inspired space”. 

It’s at 182 Spring Street with the ground-floor venue “transformed into a vibrant ASOS Wonderland featuring standout men’s and women’s collections, accessories, and seasonal must-haves”. 

Visitors will find a curated winter edit of statement cold-weather pieces and festive looks, featuring ASOS Design, Arrange, ASOS Collective, and “standout styles” from the newly relaunched Topshop and Topman, available exclusively at ASOS and “for the first time in years shoppable in person in the US”.  

The experiences element of the pop-up will include complimentary Color Analysis sessions on December 13-14 and 20-21, as well as an in-store ASOS Café, available during weekend hours. Shoppers will be able to get a complimentary holiday latte or hot chocolate with proof of purchase from the pop-up.