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A winter wonderland storefront that brought ASOS off-screen
Giving a digital-native fashion brand a physical retail presence requires a space that works as intuitively as the website does. We partnered with ASOS to develop, design, and operate a holiday pop up storefront in a high-traffic New York City location. The experience ran for approximately two weeks, functioning as both a seasonal retail space and a branded consumer experience. It is the latest installment in an ongoing series of ASOS pop up storefronts we have produced across the United States and the United Kingdom.
The storefront was designed around a winter wonderland concept drawn from the visual qualities of ice. Plexi and metal were the primary materials, giving the space a crystalline, faceted look that felt polished and occasion-driven while remaining easy to walk through and shop in.
Visitors moved through the space along a guided shopping path with a flow that felt fluid and unhurried. For most ASOS customers, this was their first opportunity to browse the brand's products in a physical setting, shifting the experience from scrolling to discovery. The material palette carried the winter concept at every turn without relying on literal holiday decorations. Texture, light, and structure carried the seasonal energy instead.
Our CEO and Co-Founder, Ana Corina Pelucarte, put it this way. "Retail pop ups require a different kind of attention than a two-day activation. When a storefront is open for two weeks, every operational detail matters. The space has to look right on day one and still run smoothly on day fourteen. That's where our operations team spends most of its time on a project like this."
Unlike activations built primarily around brand awareness, the ASOS holiday storefront was built to function as a working retail space. It wasn’t just something to walk through, it was something to shop. The pop up generated consistent daily foot traffic throughout its run and was built to convert visitors into buyers on site.
We managed the storefront's full operations, including staffing, point-of-sale systems, inventory management, and day-to-day execution. This operational layer is part of our standard scope for retail-oriented pop ups, where the space needs to perform commercially in addition to representing the brand.
The New York storefront was produced alongside a parallel holiday location in London. Both followed a repeatable format we developed with ASOS through our ongoing partnership. Each location was adapted to its specific site while maintaining a consistent brand experience across markets.
This format has given ASOS a recurring physical retail presence in key cities without requiring permanent locations. The pop up program reflects a broader shift in how digitally native brands approach physical retail: show up in the right city at the right moment, operate a real storefront for a defined period, then move on. No long-term lease. No permanent overhead.
We're a one-stop shop for pop up experiences, and we managed every phase of this project. Scope included concept development, spatial design, 3D rendering, fabrication, location logistics, permitting, staffing, inventory and POS management, and on-site operations for the full two-week run.
We worked with ASOS's brand and retail teams throughout the process, from initial concept through the final day of operations. The storefront required the same level of coordination as a permanent retail location, compressed into a faster timeline with no room for soft openings.
The ASOS holiday program is part of an ongoing pop up partnership that has spanned multiple cities and seasons. It adds to our record of over 250 activations completed worldwide for more than 175 brands across 15 industries.
That same period, we produced a YSL Beauty activation at The Grove in Los Angeles and activations for Olaplex and Medicube during New York Fashion Week. Past clients include Benefit Cosmetics, Samsung, LVMH, Calvin Klein, Rare Beauty, and Huda Beauty.
Explore more of our work across beauty, fashion, entertainment, and culture on our projects page.
Whether you're a digital-native brand looking for a physical retail presence or building a retail moment around a cultural event, we design pop ups that perform in real life. Start planning your pop up or connect with our team.