AR fashion platform ZERO10 has teamed up with Crosby Studios to launch a digital apparel-only pop-up with an IRL twist. Located in New York City, the inclusive retail concept seeks to expand the ever-evolving digital fashion ecosystem, making it accessible through a first-of-its-kind shopping experience.
With the interior design and five-piece collection created exclusively by Crosby Studios, the pop-up invites visitors to experiment with digital fashion apparel by scanning QR codes to the ZERO10 app. Guests will be able to try on clothes digitally in real time or upload an image from their camera to digitally customize the clothes 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 plaid suit, lightweight shirt, pixel leopard shirt, disappearing pants and video game pants.
As the fashion industry at large continues to delve into digital, the retail concept is perfectly positioned to inspire digital natives and fashion enthusiasts. In a press release, George Yashin, CEO of ZERO10 explains, “Our project with Crosby Studios is a showcase of how design and technology can coexist in both the physical and digital worlds that are increasingly merging. We wanted to create a new concept of pop-up spaces that respond to the needs of retailers to attract a new generation of consumers, but also evolving the format of pop-ups that are no longer about the show of the product.”
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 his latest VR collaboration with Maisie Wilen.
