ZERO10 + Crosby Studios Launch AR Retail Pop-Up With Digital-Only Clothing

Augmented Reality (AR) fashion platform ZERO10 partnered with Harry Nuriev’s Crosby Studio to create a digital-only clothing retail pop-up shop in New York’s SoHo neighborhood. The first-of-its-kind pop-up concept will allow visitors to “try on” digital clothing designed by Crosby Studios in a brick-and-mortar shop. Utilizing ZERO10’s AR clothing technology, the five-piece virtual collection can be experienced in a new and innovative way.

street exterior of pop-up shop

Eliminating typical decor found in most physical retail spots, Crosby Studios designed the store as an interactive space where visitors can come to create and explore without all of the physical objects, like clothing racks, display tables, and cash wraps, in the way. Visitors are then encouraged to experiment with the digital clothes in the checkerboard, tech-forward dressing rooms. While the digital collection will be available for visitors to purchase, the focus is to provide people with a fun and engaging metaverse experience in an actual store.

interior shot of lobby of digital pop-up shop decorated in neon green

The space itself is decked out in vibrant neon greens and cool grays in pixelated patterns reminiscent of old video games.

long hallway in pop-up shop featuring neon green design

long hallway in pop-up shop featuring neon green design

“This is my first experience working with digital clothes and rather than try to blend the digital with the physical — to soften the virtual reality aspect of it if you will — I instead sought to celebrate the digital nature of the collection. Through the prints and patterns selected and specially created, I wanted to emphasize the virtual-only existence,” explains Harry Nuriev. “It was highly important to me to re-conceptualize the concept of fashion with this limited collection and I aimed to do that by reinventing the entire retail experience, from store environment and design to the very clothes guests are able to shop.”

wall in pop-up shop featuring neon green design

wall in pop-up shop featuring neon green design

interior space of digital pop-up shop featuring black white checks and neon green decor

interior space of digital pop-up shop featuring black white checks and neon green decor

gray and white checkerboard room

The five-piece digital clothing collection includes a checkered suit, light shirt, pixel leopard hoodie, disappearing pants, and video game pants. Once inside a fitting room, visitors are to scan QR codes with their iPhones, leading them to ZERO10’s app page where they can try on the collection in real-time or via uploaded photo from camera roll. Then they can play around with various special effects only available through AR technology, like disappearing prints and gradients. Three of the pieces are free for fitting and saving to the digital wardrobes in the app; one piece has to be purchased before trying it on; and the final piece is a limited-edition collection of NFTs available for purchase at 0,1 ETH each through the app.

digital clothing of checkerboard suit

digital long sleeve shirt in neon green

digital hoodie in leopard print

digital pants in purple

digital pants disappearing at knee

If you’re interested in checking out the pop-up shop in-person or trying on the clothing, you have until September 18th, 2022 to visit. The store is located at 138 Wooster Street, NY and you must make a reservation to visit here. After the 18th, the collection will be available exclusively via ZERO10’s app.

Caroline Williamson is Editorial Director of Design Milk. She has a BFA in photography from SCAD and can usually be found searching for vintage wares, doing New York Times crossword puzzles in pen, or reworking playlists on Spotify.

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