Zero10 x Crosby Studios, NYC: Digital Fashion Gets a Physical Presence
Published 07 September 2022
Further championing and democratising access to virtual fashion, global augmented reality (AR) platform Zero10 and Moscow-based creative practice Crosby Studios have created a physical pop-up store in New York City. Here, consumers can try on and purchase digital clothing throughout New York Fashion Week.
Like its Web-3 Cafés in Moscow and Paris, the space reflects Crosby Studios’ proto-metaverse game. This was created by Lisbon-based Meta Development Agency on browser-based virtual platform The Sandbox, with neon green ‘pixelated’ walls recalling early video-game graphics.
Visitors can try on the five-piece virtual collection – which includes a suit, hoodie and pair of trousers – in the store’s ‘fitting rooms’ via Zero10’s AR-enabled smartphone app. Consumers can either scan a QR code to activate the try-on in real time, or upload a photo of themselves on which to style the garments. They can then experiment with special effects, including disappearing prints and gradients, and share the results on social media.
Of the five-piece collection – designed by Crosby Studios founder Harry Nuriev – three products can be obtained for free and saved in a virtual wardrobe within the Zero10 app. The other items must be purchased, with one priced in dollars and another in Ether (or ETH), the currency of the Ethereum blockchain.
The pop-up, which evolves previous efforts to sell virtual clothing in physical spaces, runs from September 7-18, although the collection will remain available to buy via the Zero10 app.
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