Digital fashion is spreading to non-digital spaces. AR fashion platform Zero10 has partnered with Crosby Studios to reimagine its metaverse store, introducing a first-of-its-kind pop-up that bridges the physical and virtual retail experience through augmented reality.
Located in New York City’s SoHo neighborhood, the space features a five-piece virtual collection designed by Crosby Studios, which also conceived its retail experience and interior design. Instead of relying on traditional retail setups, including clothing racks and a cash register, Crosby Studios designed the concept store as an interactive space where people are able to create, communicate and explore through content creation without was hampered by physical facilities and inefficient processes. .
How does it work – Using Zero10’s AR technology, shoppers will have the opportunity to try on digital-only pieces at the pop-up. To do this, they’ll be asked to enter the fitting room and scan a QR code with their iPhone – in-unit iPhones are available to anyone without one – which will takes them to the Zero10 app page where the collection lives.
Through augmented reality, customers can then try on the garment digitally in real-time or through photography by uploading any photo from their camera roll to automatically overlay the pieces and share them on social media. Visitors can also experiment with various special effects made possible only through AR technology, including disappearing prints and gradients.
Digital excavations – Harry Nuriev, founder of Crosby Studios, designed the collection after being inspired by the idea of marrying virtual reality and elements of the digital realm with the physical world. Standout pieces include a plaid suit, lightweight shirt, pixelated leopard print hoodie, disappearing pants and video game pants. A variety of textures and colors are sprinkled throughout the collection along with Crosby Studios’ signature pixel print, which also appears on the inside of the pop-up windows.
Three of the items from the five-piece digital collection can be tried on and stored in the Zero10 app’s digital wardrobes for free. One particular item must be purchased before it can be tried, while another consists of a limited collection of NFTs available for purchase through the Zero10 app.
For a limited time only – Billed as the “physical” entry into the metaverse, Zero10 and Crosby Studio’s AR retail experience will open on September 7th and run through September 18th. The number of daily visitors will be limited, but interested customers can choose a date and time to visit the pop-up by registering on the Zero10 website.
The collection created by Crosby Studios for Zero10 will only be available “in-store” for the duration of the pop-up. After the space closes, parts will be exclusively available through Zero10’s app, starting September 18th. If you want to experience digital fashion for yourself, be sure to stop by the one-of-a-kind experience while you can.
