This new pop-up might be the only clothing store in SoHo without clothes inside. It is a collaboration between Crosby Studios and Zero10, a virtual fashion platform. Instead of shelves of physical items, there are QR codes that lead customers to the Zero10 app, where they can digitally try on new pieces designed by Harry Nuriev, founder of Crosby Studios.
The physical space is meant to feel like a portal into the metaverse. Crosby Studios wrapped the interior, from the floor to the walls to the banquette seating, in a custom pixelated wallpaper. The ceiling at the entrance is a shape-shifting lightbox with an ethereal effect, while further on it turns into an LED board that reflects the pattern outside. The checkerboard pattern continues in the “fitting room,” which features QR codes related to Zero10, and in the virtual items themselves. Everything is custom, like the coffee tables in the living area and the upholstered benches in the same pixel pattern.
To boot, there’s a boba tea bar from Eat Me Milk Me in the green entrance hall. Behind the bar is an illuminated sign with a quote from punk icon Henry Rollins. His message is that spaces like these, which exist in the digital space as much as the physical, are part of a coming fashion revolution.
The pop-up, located at 138 Wooster Street in Manhattan, is open from September 7-18, 2022.
