ASOS Studios

A reconfigurable photography studio designed for creativity and adaptability, empowering ASOS’s content teams with fluid spaces that change for shoots, styling, collaboration, and large-scale productions.

When ASOS approached us to design a new type of photography studio, we couldn't wait for the challenge. The concept we developed named ‘fluid studios’, incorporates a series of curtained pockets that can be reconfigured to create a whole variety of settings - they can be kept either as small, individual pockets, or they can be completely opened up onto the central atrium for large scale shoots, interactive video and catwalk. Anything is possible. 

From above, the central moveable, multi functional joinery units can be viewed as an abstracted version of the iconic ASOS ‘white noise’ brand pattern. These units provide collaborative seating and desking for their studio support team, as well as acting as props for shoots.

We completely reworked a standard office space into a highly creative, destination building for the online retail brand, with a distinct identity and experience that supported the functionality of a studio. The space has an exciting fresh aesthetic that dials up the brand experience by using the bold, neon yellow and polycarbonate to create a vibrant, techy feel. It is highly tailored to their teams needs and highly adaptive and flexible, which results in a non-conventional solution.

The strong, simple palette and unique forms not only encompass who they are as a brand, but provide them a perfect backdrop for photography and styling. To minimise waste, we reused several elements of the existing fit out, including ceilings, lighting and teapoints, seamlessly integrating them into the new striking, state-of-art aesthetic.