Fashion is going places! Leading AR fashion platform ZERO10 provides innovative tech solutions for brands entering the digital world, offering the most realistic AR clothing fitting experience through photo try-on and real time try-on features. As of late, ZERO10 has joined forces with Crosby Studios to create a physical pop-up store in New York City with a first-of-its-kind concept that bridges the physical and virtual retail experience through augmented reality. Located in the city’s boutique-infested Soho neighbourhood, the retail space features a five-piece virtual collection designed by Crosby Studios, which conceptualised both the retail experience and interior design. Using ZERO10’s patented AR clothing technology, shoppers have the ability to try on digital-only pieces at the concept space, and as such, introducing a new, innovative way to shop and engage with fashion.

Here is where Crosby Studios steps in, pairing its forward approach to the retail experience with ZERO10‘s advanced technology. The ephemeral store has been designed as an interactive space where shoppers are able to create, commune and explore through content creation without being stunted by physical objects and inefficient processes. Crosby Studios founder and chief designer Harry Nuriev also cheekily incorporated his practice’s signature pixelated print, which is inspired by the 1990s video game aesthetic, throughout the pop-up’s interiors. So, the focus instead is on visitors experimenting with the digital collection in the tech-forward fitting rooms. The digital collection will be available for purchase on-site, but providing shoppers with an engaging metaverse experience in a physical store remains the primary focus. How does it work? To try on the specially created digital pieces, you’ll have to scan the QR codes in the fitting room with an iPhone. Mind you, the technology is currently only conducive to iPhones only, and those without one may use the in-unit iPhone provided.

The QR code scan will lead to the ZERO10 app page where the collection lives. Through AR, customers can try on the digital clothing in real-time or via photo by uploading any picture from their camera roll to automatically overlay pieces and share on social media. And that’s not all. You can experiment with different special effects only made possible through the AR technology, such as disappearing prints and gradients. Three of the items from the digital collection will be free of charge for fitting and saving to the digital wardrobes within the app. One special item must be purchased prior to trying on, and the final piece is a limited-edition collection of NFTs, available for purchase at 0,1 ETH each through the ZERO10 app. The collection designed will only be available ‘in-store’ for the duration of the pop-up store, and comprises a checkered suit, light shirt, pixel leopard hoodie, disappearing pants, and, yes of course, video game pants (open through Sep 18).