Fashion Pop-Up Selling Only Virtual Clothes Launched In London
Hot Second opened a pioneering pop-up activation retail experience in the heart of East London that only sells digital apparel.
Opened at Protein Studios, in Shoreditch, the engaging brand experience enabled customers to donate an "unloved" piece of clothing to the installation called "Love not Landfill."
Attendees were given a token on arrival giving them access to a futuristic 'pod,' where a digital tailor revealed a mixed reality magic mirror, enabling the user to digitally try on a range of virtual clothing.
The digital clothing ranged from streetwear to couture and was designed by the likes of The Fabricant, Carlings/VIRTUE and Christopher Raeburn.
Live customisation stations were in place for people who preferred to up-cycle their clothing, run by artists such as Frankie Noller and Giulio Miglietta.
The project was created by Karinna Nobbs in partnership with Holition Innovation Studio and 3D artist Emily Switzer.
“When you work in a digital medium you rarely get to see any physical manifestation of that work, but this project will allow people to connect and enjoy my 3D garments in a palpable way, and as an artist, it’s always a pleasure to see how people will react to your work,” Switzer said.
Holition’s chief executive Jonathan Chippindale added:
“This project fundamentally addresses two issues that interest us, one is around sustainability, and what that actually means in relation to the circular economy, recycling and reusing products and maximising the lifespan of a product.
“The other element is digital. We are always interested in ideas which are at the beginning of their journey and digital clothing could well be a very big thing in the future, but the only way to understand it is to explore it and get consumers’ reactions.”
We feel this pop-up activation is the perfect pairing of a novel brand experience, combined with a strong purpose, which is to reduce the number of garments heading to landfills. Now all we ask of Hot Second: More of the same, please.
Images by Hot Second
