Digital Fashion Gets Physical with ZERO10 and Crosby Studios' New Pop-Up Store
“A showcase of how design and technology could co-exist in both physical and digital worlds.”
AR fashion platform ZERO10 has teamed up with Crosby Studios to launch a digital-only clothing pop-up with an IRL twist. Located in New York City, the immersive retail concept seeks to expand the ever-evolving digital fashion ecosystem by making it accessible through a first-of-its-kind shopping experience.
With the interior design and five-piece collection designed exclusively by Crosby Studios, the pop-up invites visitors to experiment with digital fashion garments by scanning QR codes through to the ZERO10 app. Guests will be able to try on the digital clothes in real time or upload an image from their camera to digitally tailor the garments on to their images using ZERO10’s proprietary AR clothing technology.
Designed by Crosby Studios’ founder Harry Nuriev, the ‘90s-video-game inspired collection consists of a Checkered Suit, Light Shirt, Pixel Leopard Hoodie, Disappearing Pants and Video Game Pants.
As the fashion industry at large continues to dive into digital, the retail concept is aptly positioned to inspire digital natives and fashion enthusiasts alike. In a press release, George Yashin, CEO of ZERO10 explains, “Our project with Crosby Studios is a showcase of how design and technology could co-exist in both physical and digital worlds that merge more and more. We wanted to create a new concept of pop-up spaces responding to retailers’ needs to attract a new generation of consumers but also evolving the format of pop-ups that are not about product display any longer.”
ZERO10 and Crosby Studios’ AR pop-up will be open from September 7-18 with the option to secure a spot to attend on the brands’ website.
For more on ZERO10’s approach to next-gen fashion check out its recent AR collaboration with Maisie Wilen.