New York – A new experiential retail concept from AR fashion platform Zero10 and Crosby Studios is bringing digital fashion into a physical setting. Visitors to the pop-up store can scan QR codes using an app to try on digital-only clothes in real time using their smartphones, with Zero10’s augmented reality technology also allowing them to digitally tailor the garments by uploading a picture.
Designed by Crosby Studios, the collection celebrates its digital nature with fantastical garments that could only exist in virtual reality. Inspired by 1990s video games, pieces include a chequered suit, light shirt, pixel leopard hoodie, disappearing pants and video game trousers. The store setting itself is designed to allow visitors to freely interact with the digital fashion without being interrupted by physical objects. ‘We wanted to create a new concept of pop-up spaces responding to retailers’ needs to attract a new generation of consumers but also evolving the format of pop-ups that are not about product display any longer,’ explains George Yashin, CEO of Zero10.
The pop-up showcases how, as the physical and digital worlds continue to merge, retailers can continue to innovate with Hyperphysical Stores that allow both to co-exist and provide a compelling reason to visit in person.
Consider creating a digital-only collection that customers can interact with in a purpose-built physical store environment