NEW YORK--(BUSINESS WIRE)--Feb 25, 2026--
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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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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ASOS holiday pop-up store in NYC designed and managed by Pop Up Mob
NEW YORK (AP) — The U.S. stock market is holding tentatively near its record heights Monday, while oil prices climb with uncertainty about when oil tankers can resume crossing the Strait of Hormuz and restore the world’s flow of crude. Dueling claims about a possible Iranian strike on a U.S. Navy vessel in the strait heightened the tensions.
The S&P 500 slipped 0.1%, coming off its latest all-time high. The Dow Jones Industrial Average was down 216 points, or 0.4%, as of 9:35 a.m. Eastern time, and the Nasdaq composite was up 0.1%.
The action was stronger in the oil market, where the price for a barrel of Brent crude climbed 2% to $110.37 and briefly topped $114 during the morning. Iran’s closure of the Strait of Hormuz due to its war with the United States has kept oil tankers pent up in the Persian Gulf and away from customers worldwide. That in turn has sent the price of Brent soaring from roughly $70 per barrel before the war.
President Donald Trump said Sunday that the United States would guide ships through the strait, which could get oil flowing again and bring down its price. But prices instead climbed after Iranian news agencies claimed Monday that Iran had struck a U.S. Navy vessel southeast of the Strait of Hormuz, accusing it of “violating maritime security and navigation norms.”
The U.S. military quickly rejected the claims and later said two American-flagged merchant ships had “successfully transited through the Strait of Hormuz.”
Even with all the uncertainty about how long the war with Iran will last, the U.S. stock market has managed to power to record after record. Hope is still high on Wall Street that the global economy can avoid a worst-case scenario because of the war. And in the meantime, companies continue to deliver big growth in profits.
Tyson Foods joined the list Monday, topping analysts’ expectations for both profit and revenue during the latest quarter. It sold less beef than it did a year ago, but it did so at prices that were 11.5% higher, so its total beef revenue edged up. After initially rising, its stock swung lower and was down 2.2%.
Norwegian Cruise Line Holdings likewise delivered better profit for the latest quarter than analysts expected. But it’s feeling the effects of the war, which has not only raised pressure on fuel prices but also pushed some customers to think twice about travel plans, particularly to Europe. The cruise operator said some “execution missteps” also have bookings below where it would like.
Its stock fell 4.7%.
Jumping to one of Wall Street’s biggest gains was eBay, which climbed 5.6% after GameStop said it wanted to buy its much bigger rival for $125 per share in cash and stock. Coming into the day, eBay had a total market value that was nearly quadruple GameStop’s.
GameStop said it has already built a 5% stake in eBay and sees opportunities to cut $2 billion in annual costs quickly. GameStop, whose stock briefly soared to market-shaking heights during the meme stock craze of 2021, fell 4%.
In stock markets abroad, indexes jumped 5.1% in South Korea and 1.2% in Hong Kong, while markets were closed in mainland China and Japan for holidays.
European indexes fared worse, with France’s CAC 40 falling 1%.
In the bond market, Treasury yield edged up as oil prices climbed. The yield on the 10-year Treasury rose to 4.41% from 4.39% late Friday.
AP Business Writers Matt Ott and Elaine Kurtenbach contributed.
Options trader Anthony Spina, foreground, works on the floor of the New York Stock Exchange, Thursday, April 30, 2026. (AP Photo/Richard Drew)
A tanker, left, and a car carrier are anchored at sea in the Gulf of Oman near the Strait of Hormuz, as seen from the coast near Khor Fakkan, United Arab Emirates, Friday, May 1, 2026.(AP Photo/Fatima Shbair)
Options trader, left to right, Scott Frinzi, Dave Rushand and Marty Handler, work on the floor of the New York Stock Exchange, Friday, May 1, 2026. (AP Photo/Richard Drew)
Trader Derek Orth works on the floor of the New York Stock Exchange, Thursday, April 30, 2026. (AP Photo/Richard Drew)
A dealer watches computer monitors at a dealing room of Hana Bank in Seoul, South Korea, Monday, May 4, 2026. (AP Photo/Lee Jin-man)
The screen showing the foreign exchange rate between U.S. dollar and South Korean won is seen at a dealing room of Hana Bank in Seoul, South Korea, Monday, May 4, 2026. (AP Photo/Lee Jin-man)
Dealers watch computer monitors near the screens showing the Korea Composite Stock Price Index (KOSPI) and the foreign exchange rate between U.S. dollar and South Korean won at a dealing room of Hana Bank in Seoul, South Korea, Monday, May 4, 2026. (AP Photo/Lee Jin-man)
A dealer watches computer monitors at a dealing room of Hana Bank in Seoul, South Korea, Monday, May 4, 2026. (AP Photo/Lee Jin-man)
