Why Digital Fashion Needs Phygital Concept Stores Zero10 X Crosby Studios Showcases at NYFW

AR fashion platform ZERO10 is collaborating with physical design practice Crosby Studios on a digital clothing collection and IRL metaverse concept store showing in SoHo during New York Fashion Week.

The space will display and sell a five-piece virtual collection designed by Crosby Studios, who also conceived the physical interior design using the Studio’s signature pixelated print that is inspired by the 90s video game aesthetic.

The digital collection features a plaid suit, pixel leopard hoodie and video game pants – free to assemble, share and save to digital wardrobe within the ZERO10 app. A “light” shirt must be purchased before trying it on, and the final piece, the “disappearing pants” are available as a limited edition NFT collectible retailing for 0.1 ETH (about $160). The technology allows experimentation with various special effects, such as disappearing prints and gradients.

According to ZERO10 CEO George Yashin, the idea behind the space is to “combine the metaverse experience with a focus on creation and interaction while bringing it into the physical world to make it more mainstream.”

“Digital fashion does not need to be limited to web 3.0 and exist only virtually, but to live outside of it – in people, around us, in public, in social media and in conceptual spaces,” he adds.

The main focus is interactivity and community, so guests can experiment with content creation and drink bubble tea together IRL at the Eat Me Milk Me bar.

Visitors to the pop-up fitting rooms will be asked to scan QR codes with their iPhones that lead to the ZERO10 app. They can try on and share digital outfits through ZERO10’s AR technology either in real time or through photography by uploading a photo from their iPhone’s camera roll to overlay pieces and share on social media.

Crosby Studios founder Harry Nuriev also emphasizes the importance of real-world integration. “I like to work within the digital realm, but then translate some of that into the physical world as human interaction is important to me,” he says. “I like to experiment with new points, while still creating spaces that create conversations about spaces.”

Crosby Studios is best known for creating design-led furniture collections presented within immersive, VR and AR installations. Famously collaborated with Balenciaga on a conceptual sofa for Design Miami in 2019. Nuriev has recently added a digital vertical, creating digital spaces for brands like Valentino and Nike.

“This project aims to become the next chapter of the fast-growing and evolving digital fashion industry that we and other highly focused companies are currently building, blurring the lines between these two worlds,” says Yashin.

That’s right, a trend is definitely emerging. In March, digital retailer DressX was at the forefront, partnering with Parisian retail giant Printemps on a physical pop-up to showcase and sell digital clothing. Since then, Philipp Plein launched a Web 3.0 concept store and Asprey a Web 3.0 members club in London, while Ferragamo set up an NFT creation booth to celebrate the launch of its SoHo store in New York.

The goal is to “attract a new generation of consumers,” evolving the store format so that it’s no longer necessarily about physical product display, Yashin says.

Next, he plans to highlight his concept as an alternative to a physical store. “It will not require anything that a traditional store contains except an OLED screen which will create a new consumer shopping experience and lower the cost of servicing retail outlets for businesses,” he revealed.

The concept goes “beyond simple proof”. It enables brands to “experience a new type of pop-up store, as well as provide an extension of in-store sales capabilities.”

The ZERO10 x Crosby Studios pop-up will run from September 7-17 at 138 Wooster Street, New York. Sign up here to secure your time. From September 18, the collection will be available exclusively through the ZERO10 app.