Ice-inspired retail environment ran for approximately two weeks in a high-traffic New York location as part of an ongoing pop-up program across the U.S. and U.K.

Pop Up Mob, a full-service experiential agency, designed and operated a holiday pop-up storefront for ASOS in New York City. The activation ran for approximately two weeks and served as both a seasonal retail location and a branded consumer experience. It is the latest installment in an ongoing series of ASOS pop-up storefronts that Pop Up Mob has produced across the United States and the United Kingdom.

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ASOS holiday pop-up store in NYC designed and managed by Pop Up Mob

The storefront was designed around a winter wonderland concept that drew from the visual qualities of ice. The environment used plexi and metal as its primary materials to create a crystalline, faceted look throughout the space. The intent was to capture a seasonal atmosphere that felt polished and occasion-driven while remaining an easy, walkable retail environment. Visitors moved through the space along a guided shopping path that was designed to feel fluid and unhurried, allowing them to browse ASOS products in a physical setting.

Unlike activations built primarily around brand awareness, the ASOS holiday storefront was structured to function as a working retail space. The pop-up generated consistent daily foot traffic throughout its run and was designed to drive on-site conversions. Pop Up Mob managed the storefront's operations, including staffing, point-of-sale systems, inventory management, and day-to-day execution. This operational layer is part of the agency’s 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 following a scalable format developed by Pop Up Mob and ASOS through their ongoing partnership. The pop-up program is designed to be repeatable across markets, with each location adapted to its specific site while maintaining a consistent brand experience. The format has allowed ASOS to establish a recurring physical retail presence in key cities without committing to permanent locations. The program reflects a broader shift toward scalable pop-up retail as flexible infrastructure, allowing digitally native brands to test markets, build physical presence, and drive conversion without long-term retail commitments.

“Retail pop-ups require a different kind of attention than a two-day activation,” said Ana Corina Pelucarte, CEO and Co-Founder of Pop Up Mob. “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.”

Pop Up Mob’s scope on the ASOS project covered concept development, spatial design, 3D rendering, fabrication, location logistics, permitting, staffing, inventory, and POS management, and on-site operations for the duration of the run. The agency worked with ASOS’s brand and retail teams throughout the process, from initial concept through the final day of operations.

The ASOS holiday program adds to Pop Up Mob’s record of over 250 activations completed worldwide for more than 175 brands across 15 industries. Other recent projects include a YSL Beauty activation at The Grove in Los Angeles and activations for Olaplex and Medicube during New York Fashion Week in February 2025. Past clients include Benefit Cosmetics, Samsung, LVMH, Calvin Klein, Rare Beauty, and Huda Beauty.

About Pop Up Mob

Pop Up Mob is a full-service experiential agency founded in 2014 and headquartered in New York City. The women-owned company specializes in pop-up experiences and operates across the United States, the United Kingdom, Europe, and the Middle East, with team members in New York, Los Angeles, London, and additional markets. The agency has completed more than 250 activations in over 10 countries for clients in beauty, fashion, technology, entertainment, food and beverage, and other industries. Pop Up Mob was named among Adweek’s Fastest Growing Agencies in 2020 and included on Event Marketer’s It List of Top 100 Event Agencies in 2023. Co-founder Ana Corina Pelucarte was recognized as a BizBash Top 50 Event Designer in 2019.

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