Asos Brings Pop-Up Retail to Aspen for President's Day

The digital-first apparel brand is activating a winter-focused experience at The St. Regis Aspen Resort and The Snow Lodge Aspen.

Published on Feb. 11, 2026

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Asos, the digital-first apparel brand, has launched a combination of pop-up retail and branded moments in Aspen, Colorado, running through President's Day. The activation includes a dedicated pop-up and window display at The St. Regis Aspen Resort, featuring curated winter-ready and transitional items, as well as integration into the hotel guest journey. Asos is also activating within The Snow Lodge Aspen, the après-ski destination within the hotel, with branded moments such as a hot chocolate cart and a DJ booth.

Why it matters

This pop-up experience allows Asos to engage with its target audience of fashion-forward consumers in the high-end Aspen market during one of the resort town's busiest weeks. By integrating its brand into the guest experience at The St. Regis and The Snow Lodge, Asos can showcase its winter-focused products and create memorable brand moments.

The details

The Asos Aspen presence includes a dedicated pop-up and window display at The St. Regis Aspen Resort, spotlighting curated winter-ready and transitional items. Asos has also been integrated into the hotel guest journey via in-room catalogs to help drive on-property shopping. Additionally, Asos will activate within The Snow Lodge Aspen, the après-ski destination within the hotel, with branded moments such as a hot chocolate cart and a DJ booth.

  • The Asos Aspen activation is running through Monday, February 16, 2026.

The players

Asos

A digital-first apparel brand that has launched a pop-up retail and branded experience in Aspen, Colorado.

The St. Regis Aspen Resort

The high-end hotel in Aspen, Colorado that is hosting Asos's pop-up retail and branded moments.

The Snow Lodge Aspen

The après-ski destination within The St. Regis Aspen Resort, where Asos is activating with branded moments.

Jayma Cardoso

The Founder and Creative Director of The Snow Lodge Aspen.

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What they’re saying

“The Snow Lodge is all about energy, style and good times, and Asos fits right in. From après-ski to late-night looks, this pop-up brings effortless winter fashion and excitement to Aspen.”

— Jayma Cardoso, Founder and Creative Director of The Snow Lodge Aspen (Retail Touchpoints)

The takeaway

Asos's Aspen pop-up demonstrates the brand's strategy of engaging its target audience through immersive, experiential activations in high-end, fashion-forward markets. By integrating its brand into the guest experience at premier Aspen hotels, Asos can showcase its winter-focused products and create memorable brand moments during a key seasonal period.