The concept for my NYC store was to create two very different floors and represent the many different people that form the brand that is ASOS. The ground floor sees ASOS's pioneering catwalk displays come to life and encourages the experience of your very own catwalk among the minimalistic high branded fashion. While the basement floor takes on the role of ASOS Marketplace and becomes an urban backstage "Access all ASOS" area, exchange your clothes, find inspirations and be immersed! Navigate your way through the store to a communal changing room and network in a way equal with social media. My store recognises that ASOS is the people that wear it and offers experiences that embrace this factor.