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

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

The space will showcase and sell a virtual five-piece collection designed by Crosby Studios, which also conceptualized the physical interior design using the studio’s signature pixelated print inspired by ’90s video game aesthetics.

The digital collection includes a plaid suit, pixel leopard hoodie and video game pants – free to fit, share and save to digital wardrobes in the ZERO10 app. A “lightweight” shirt must be purchased before trying on, and the final piece, the “disappearing pants”, is available as a limited edition NFT collection to retail for 0.1 ETH (about $160). The technology makes it possible to experiment with different special effects such as the disappearance of 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 by bringing it to the physical world to make it more mainstream.”

“Digital fashion does not need to be confined to Web 3.0 and exist virtually, but to live outside of it – on people, around us, in public, in social media and in spaces. concepts,” he adds.

A major focus is interactivity and community so patrons can both experience content creation and drink bubble tea together IRL at the on-site Eat Me Milk Me bar.

Visitors to the pop-up dressing rooms will be asked to scan QR codes with their iPhone which will lead to the ZERO10 app. They can try on and share the digital garments via ZERO10’s AR technology, either in real time or by photo by uploading an image from their iPhone’s camera roll to layer pieces and share on social media.

Crosby Studios founder Harry Nuriev also emphasizes the importance of real-world integration. “I love working in the digital realm, but then bringing some of that into the physical world, because human interaction is important to me,” he says. “I love experimenting with new outlets while creating spaces that create conversations around spaces.”

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

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

He is right, a trend is definitely emerging. In March, digital retailer DressX was at the forefront, teaming up with Parisian retail giant Printemps on a physical pop-up to showcase and sell digital clothing. Philipp Plein has since launched a Web 3.0 concept store and Asprey a Web 3.0 members club in London while Ferragamo rolled out an NFT design booth to celebrate the launch of its SoHo store in New York.

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

In the future, he plans to roll out his concept as an alternative to a physical store. “It will not require anything that a traditional store contains except an OLED display which will create a new shopping experience for consumers and reduce the cost of maintaining outlets for businesses,” he said. he reveals.

The concept goes “far beyond a simple test”. It allows brands “to experience a new kind of pop-up store, as well as providing an extension of in-store selling capabilities.”

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

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