Pop Up Mob Designs and Operates Holiday Pop-Up Storefront for ASOS in New York City

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) — U.S. stocks are drifting higher Wednesday ahead of Wall Street’s main event, which is coming after trading ends for the day when Nvidia reports how much profit it made during the end of 2025.

The S&P 500 rose 0.5% in early trading as moves calmed in the market from earlier in the week, when stocks swung sharply as investors tried to separate potential losers from winners in the artificial-intelligence boom. The Dow Jones Industrial Average was up 159 points, or 0.3%, as of 9:35 a.m. Eastern time, and the Nasdaq composite was 0.7% higher.

Nvidia’s chips are at the center of the AI frenzy, and it’s become the most influential stock in the U.S. market because it’s the most valuable. Analysts are expecting another blowout report, with estimates for Nvidia’s profit to surge nearly 70% from a year earlier to $37.52 billion. That’s would mean it made more than $400 million per day during the three months through Jan. 25.

Nvidia’s profit reports have become a bellwether for the market, not only because of how big the company has become in size but also because of how influential AI has become over the market’s moves. In past years, the AI frenzy helped stocks run to record after record amid hopes that it would mean higher productivity for the economy and bigger profits.

More recently, though, concerns have climbed about whether companies like Alphabet and Amazon are spending so much on chips from Nvidia and other equipment that they’ll never be able to make back the investments through future gains in productivity. If that leads to a pullback in spending, it would hit Nvidia directly.

Investors have also begun focusing on companies and industries that could get undercut by AI-powered competitors. That has led to sudden and swift sell-offs for stocks seen as potentially at threat, and the worries have rolled through the stock market from industries as seemingly disparate as software, trucking logistics and legal services.

“While those concerns are real, we believe investors would be wise to balance them out with offsetting trends that may be underappreciated in the current wall of worry headline cycle,” according to Darrell Cronk, chief investment officer for Wealth & Investment Management at Wells Fargo.

Among them is the strong growth in profit that big U.S. companies have been reporting so far for the end of 2025. That has helped strengthen some corners of the U.S. stock market that had been overshadowed by AI mania and Big Tech, particularly stocks of smaller companies.

Cava Group, the fast-casual Mediterranean restaurant chain, jumped 18.6% after delivering better profit and revenue for the latest quarter than analysts expected. Its revenue for a fiscal year also topped $1 billion for the first time, up 22.5% from the year earlier.

Axon Enterprise leaped 16.5% after the seller of Tasers and body cameras with AI voice-activated assistants likewise reported bigger profit and revenue than analysts expected.

They helped offset a 14.2% drop for First Solar, which reported a weaker profit than analysts expected.

In stock markets abroad, indexes rose across much of Europe and Asia.

Japan’s Nikkei 225 rose 2.2%, and South Korea’s Kospi gained 1.9% for two of the bigger moves.

In the bond market, the yield on the 10-year Treasury inched up to 4.05% from 4.04% late Tuesday.

AP Business Writers Yuri Kageyama and Matt Ott contributed.

A pedestrian walks outside the New York Stock Exchange during a snow storm, Monday, Feb. 23, 2026, in New York. (AP Photo/Seth Wenig)

Dealers watch computer monitors near the screens showing the foreign exchange rates at a dealing room of Hana Bank in Seoul, South Korea, Wednesday, Feb. 25, 2026. (AP Photo/Lee Jin-man)

Snow falls outside the New York Stock Exchange, Monday, Feb. 23, 2026, in New York. (AP Photo/Seth Wenig)

People sit on the chairs near the screens showing the Korea Composite Stock Price Index (KOSPI), center, the foreign exchange rate between U.S. dollar and South Korean won, left, and the Korean Securities Dealers Automated Quotations (KOSDAQ) at a dealing room of Hana Bank in Seoul, South Korea, Wednesday, Feb. 25, 2026. (AP Photo/Lee Jin-man)

Currency traders celebrate as they work in the office with a screen showing the Korea Composite Stock Price Index (KOSPI) of over 6,000 points at a dealing room of Hana Bank in Seoul, South Korea, Wednesday, Feb. 25, 2026. (Kim Sung-min/Yonhap via AP)