25th Anniversary
PROJECT BRIEF
To mark its 25th anniversary, ASOS wanted to create a major live moment that brought the world of the brand into a physical environment. Centred around HERE at Outernet, the ambition was to combine fashion, music, entertainment and digital media within a multi-sensory experience for customers, partners, employees and stakeholders.
Rather than contain the celebration within a single venue, the approach was to use the wider Outernet estate as one connected brand journey. Large-scale digital content established ASOS across the district before guests moved through immersive screen environments and into the main event at HERE, allowing the experience to shift between public-facing media, physical space and live programming.
Creation brought the experience together across HERE and the wider Outernet estate, developing the guest journey, live event format and digital takeover across multiple spaces. Screen presence extended through The Now Building, NOW Arcade and Pop 1, while the physical identity continued throughout HERE across entrances, lifts, stairways, bars, the auditorium and mezzanine.
