Zero10 and Crosby Studio open pop-up store with digital-only apparel – WWD

Zero10 has partnered with Crosby Studios to reimagine its metaverse store with a one-of-a-kind pop-up that bridges the physical and virtual retail experience through augmented reality.

Located at 138 Wooster Street in SoHo, the space will feature a virtual five-room collection designed by Crosby Studios, which also conceptualized the retail experience and interior design. Shoppers will have the opportunity to try on digital-only pieces in the concept space, introducing a new way to shop and engage with fashion.

Upon entering a fitting room, customers will be prompted to scan QR codes with their iPhone. Scanning the QR code will then take them to the page in the Zero10 app where the collection is. Using AR, customers can try on digital garments in real time or by photo by uploading any image from their camera roll to automatically layer pieces and share them on social media. Customers can experience different special effects made possible by AR technology. Three of the items in the digital collection will be free to fit and save to the app’s digital cabinets. A special item must be purchased before trying ($5), and the final piece is a limited-edition NFT of disappearing pants, available for purchase for 0.1 ETH through the Zero10 app.

Some of Crosby Studios’ digital designs for Zero10.

The collection will only be available in-store for the duration of the pop-up. Then it’s available through the Zero10 app from September 18.

Pieces include a plaid suit, lightweight shorts, leopard pixel hoodie, disappearing pants, and video game pants.

Crosby Studios’ signature pixelated print, inspired by ’90s video game aesthetics, is found throughout the interior of the pop-up.

“This is my first experience working with digital clothing and rather than trying to mix the digital with the physical – to soften the virtual reality aspect of it, if you will – I rather sought to celebrate nature. digital of the collection. Through the selected and specially created prints and patterns, I wanted to emphasize the purely virtual existence. It was very important for me to re-conceptualize the concept of fashion with this limited collection and I aimed to to do so by reinventing the entire retail experience, from the environment and design of the store to the very clothes customers can buy,” said Harry Nuriev, founder of Crosby Studios.

George Yashin, CEO of Zero10, an AR fashion platform, said: “Our project with Crosby Studios is a showcase of how design and technology could coexist in increasingly merging physical and digital worlds. We wanted to create a new concept of ephemeral space meeting the needs of merchants to attract a new generation of consumers but also to develop the format of ephemeral products that are no longer product presentations. As Zero10 is part of digital fashion, this space with built-in AR technology aims to combine the metaverse experience with a focus on creation and interaction by bringing it to the physical world to make it more mainstream. The Zero10 X Crosby Studios project is the first step towards our soon to be released innovative AR mirror product.

Customers can register and choose a specific time slot for their visit in the pop-up window at

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