ASOS PR Showroom

ASOS is a destination for fashion-loving 20-somethings around the world, with a purpose to give its customers the confidence to be whoever they want to be. As a digital-first brand, ASOS needed a space to showcase its latest products both in person and on camera. They transformed their existing PR Showroom in Greater London House into a dedicated multifunctional space that enables ASOS to create content, hold intimate activations and events for ASOS and its brand partners, and host talent, all through a unique ASOS fashion lens.

This space caters to fashion and style enthusiasts who offer customers inspiration, beauty, fashion, and style advice across digital platforms. These influencers curate the best fashion picks, provide inspiration, and share style tips, creating deep and authentic connections with their audiences.

The existing showroom in Greater London House has been reinvented to cater to the varied needs of the space across content and hosting talent. A bespoke metallic pinwall enables product displays to be adapted to suit different collection sizes and styles. Shelving and rails designed in various sizes to accommodate accessories, garments and shoes.

On arrival, you enter ‘The Green Room’, made to feel like the backstage holding room before entering the main event, with branded projections reflected on the dark mirrored ceiling. From there, you get glimpses of the lighter brighter showroom where product is displayed on neon perspex shelves. Sweeping curved furniture enables both large and smaller, intimate personal experiences, with changing rooms and make-up tables designed in Jesmonite. New lighting allows for both videography and photography to look great from all angles.