Why Digital Fashion Needs Phygital Concept Stores, ZERO10 X Crosby Studios Pop Up At NYFW
AR fashion platform ZERO10 is partnering with physical design practice Crosby Studios on a digital clothing collection and IRL metaverse concept store popping up in SoHo over New York Fashion Week.
The space will showcase and sell a five-piece virtual collection designed by Crosby Studios, which also conceptualized the physical interior design using the Studio’s signature pixelated print that’s inspired by the 90s video game aesthetic.
The digital collection features a checkered suit, pixel leopard hoodie and video game pants — free of charge for fitting, sharing and saving to digital wardrobes within the ZERO10 app. A “light” shirt must be purchased prior to trying on, and the final piece, the “disappearing pants” are available as a limited-edition NFT collection retailing at 0,1 ETH (around $160). The technology allows for experimentation with different special effects such as disappearing prints and gradients.
According to ZERO10 CEO, George Yashin, the idea behind the space is “to combine metaverse experience with a focus on creation and interaction by bringing it to the physical world to make it more mainstream.”
“Digital fashion doesn’t need to be limited to web 3.0 and only exist virtually but, to live outside of it – on people, around us, in public, in social media, and in concept spaces,” he adds.
A major focus is interactivity and community so guests can both experiment with content creation and drink bubble tea together IRL at the onsite Eat Me Milk Me bar.
Visitors to the pop-up’s fitting rooms will be prompted to scan QR codes with their iPhones which lead to the ZERO10 app. They can try on and share the digital clothing via ZERO10’s AR technology either in real time or via photo by uploading a picture from their iPhone’s camera roll to overlay pieces and share on social media.
Crosby Studios founder Harry Nuriev stresses the importance of real world integration also. “I love to work within the digital realm, but then translate a part of it into the physical world as human interaction is important for me,” he says. “I love to experiment with new outlets while still creating spaces which create conversations around spaces.”
Crosby Studios is best known for creating design-led furniture collections presented within immersive, VR and AR installations. It 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 is aimed at becoming the next chapter of the fast-growing and emerging digital fashion industry that we and other highly focused companies are currently building, blurring the boundaries between these two worlds,” says Yashin.
He’s right, a trend is definitely emerging. In March, digital retailer DressX was at its forefront, partnering with Paris 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 deployed an NFT creation booth to celebrate the launch of its SoHo store in New York.
The aim is “to attract a new generation of consumers,” while evolving the store format so it’s no longer, necessarily, about the display of physical product, says Yashin.
Going forward, he plans to roll out his concept as an alternative to a physical store. “It won’t require anything that a traditional store contains except an OLED screen which will create a new consumer shopping experience and reduce the cost of servicing retail outlets for businesses,” he revealed.
The concept goes “well beyond a simple try-on.” It enables brands “to experience a new kind of pop-up store, as well as provide an extension of in-store sales 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. From September 18 the collection will be available exclusively through the ZERO10 app.