ZERO10 + Crosby Studios Launch AR Pop-Up With Digital Apparel

Augmented reality (AR) fashion platform ZERO10 in partnership with Harry Nuriev’s Studio Crosby to create a pop-up all-digital apparel retail store in New York’s SoHo neighborhood. The pop-up concept, the first of its kind, will allow visitors to “try on” digital clothing designed by Crosby Studios in a physical store. Using ZERO10’s AR clothing technology, the five-piece virtual collection can be experienced in new and innovative ways.

By eliminating the typical decor found in most brick-and-mortar outlets, Crosby Studios designed the store as an interactive space where visitors can come and create and explore without all the physical objects, like clothes racks, display tables and ticket packaging. Visitors are then encouraged to experiment with digital clothing in the state-of-the-art checkerboard changing rooms. While the digital collection will be available for visitors to purchase, the goal is to provide people with a fun and engaging metaverse experience in an actual store.

interior photo of the lobby of a digital pop-up store decorated in neon green

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

long hallway in a pop-up store with neon green design

long hallway in a pop-up store with neon green design

“This is my first experience working with digital clothing and rather than trying to mix the digital with the physical – to soften the VR aspect of it if you will – I instead sought to celebrate the digital nature. of the collection. Through the selected and specially created prints and patterns, I wanted to emphasize the purely virtual existence,” says Harry Nuriev. “It was very important to me to reconceptualize the concept of fashion with this limited collection and I aimed to do this by reinventing the entire retail experience, from the environment and design of the store to the very clothes that customers can buy.”

wall in a pop-up store with neon green design

wall in a pop-up store with neon green design

interior space of a digital pop up shop with black white tiles and neon green decor

interior space of a digital pop up shop with black white tiles and neon green decor

gray and white checkerboard bedroom

The five-piece digital clothing collection includes a plaid suit, lightweight shirt, leopard pixel hoodie, disappearing pants, and video game pants. Once inside a dressing room, visitors must scan QR codes with their iPhone, leading them to the ZERO10 app page where they can try on the collection in real time or via an uploaded photo at from the film. Then they can play with various special effects only available through AR technology, like disappearing prints and gradients. Three of the pieces are free to fit and save to the app’s digital cabinets; a piece must be purchased before trying it; and the final coin is a limited-edition collection of NFTs available for purchase at 0.1 ETH each through the app.

checkerboard suit digital clothes

neon green long sleeve digital shirt

leopard print digital hoodie

digital pants in purple

digital disappearing knee pants

If you want to visit the pop-up store in person or try on the clothes, you have until September 18, 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 through the ZERO10 app.

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


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