ASOS has announced the opening of its first-ever pop-up experience in Central London. From 23-26 November, the ASOS In Real Life pop-up will welcome customers to an immersive four-storey space at 11 Rathbone Place. Stepping into the world of ASOS, consumers will be able to experience its fashion first-hand, with a curated edit of AW23 collections available for them to try on and buy – both physically and digitally.

Two floors will be dedicated to ASOS’ most-loved brands, including ASOS DESIGN, ASOS EDITION, Topshop, Topman, COLLUSION, Nike, The North Face, New Balance, Charlotte Tilbury, Sol De Janeiro, Drybar and many more. The pop-up edit will remain live on-site after the event for those who miss out. Beyond the fashion, there will be live music, DJ sets, giveaways and freebies, along with a number of bookable workshops and panel talks – such as a styling session with LuxeGen (a Gen Z-centered offshoot of Sheerluxe), skincare masterclass with The Ordinary, and a Running Club with New Balance. There will also be free beauty treatments from Charlotte Tilbury and hair styling from Drybar (bookable, but walk-ins will also be welcome).