ASOS is doubling down on physical retail experiments in New York City, tapping experiential agency Pop Up Mob to design and operate a two week Winter Wonderland holiday pop up in SoHo that functions as a real store, not just a branding moment. The project gives the online first retailer another short term, data rich test case for U.S. brick and mortar without committing to a permanent lease.
Holiday wonderland concept
The New York pop up, positioned as an ASOS Wonderland, centers on cold weather layers and party looks, with an ice inspired interior, textured fixtures, and a café counter folded into the floor plan. Pop Up Mob handled concept, spatial design, 3D visualization and fabrication, aiming for a space that feels like a shoppable holiday set rather than a standard four wall showroom.
How Pop Up Mob ran the store
Unlike many temporary brand activations, this pop up was…
built to operate as a fully functional retail environment, with Pop Up Mob overseeing staffing, point of sale systems, inventory control and day to day operations. The store ran for roughly two weeks, attracting steady daily footfall and putting as much emphasis on conversion as on social media visibility.
Location, timing and services Hosted at 182 Spring Street in SoHo, the pop up kept standard retail hours, 11 a.m. to 7 p.m. Monday to Saturday and 12 p.m. to 6 p.m. on Sundays, mirroring a traditional store schedule.
Shoppers could browse a curated edit of winterwear and party pieces, book complimentary color analysis sessions on specified December dates, and pick up a free holiday latte or hot chocolate with purchase from the in store ASOS Café.
Why this model matters For ASOS, the New York and parallel London holiday pop ups are part of a scalable template it can replicate across markets, keeping a recurring physical presence without long term real estate commitments…
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