Home Architecture & Real Estate A Vibrant Virtual Showroom You’ll Actually Want to Hang Out In

A Vibrant Virtual Showroom You’ll Actually Want to Hang Out In


Holed up indoors during lockdown, Harry Nuriev, founder of the multidisciplinary design practice Crosby Studios, began to feel disenchanted amid the same surroundings day after day. Realizing that countless others were likely just as eager to change up their spaces, he dreamed up the new lifestyle brand Crosby Studios Home.

Debuting today, the playful collection of furniture, homewares, and loungewear embodies Nuriev’s distinctive style. It also revolves around “the power of color, geometry, and unexpected details,” he tells AD PRO. “Home is everyone’s priority right now, and I want to take people outside of their usual shopping habits.”

Most noteworthy of all, however, might be the new digital shopping experience the firm created to debut the line. As traditional retail continues to pivot toward the unconventional and experiential, virtual shopping is on the rise. Consider the Webster Art House, a new effort from luxury retailer the Webster, which launches this week. The virtual gallery is comprised of seven immersive rooms devoted to design powerhouses like Saint Laurent, Bottega Veneta, and LaQuan Smith.

A living area through which Crosby Studio fans can navigate. 

Photo: Courtesy of Crosby Studios

Crosby Studios Home is taking a similar approach, bringing its products to life in a virtual apartment cum showroom powered by gaming software and AR technology. As visitors make their way through the airy, natural-light-filled abode, they click on the quirky, colorful objects that catch their eye and download three-dimensional models to visualize them in their own interiors. All of these items—there are more than 100 to choose from—are available for purchase exclusively on the fashion site HBX.

Combining elements from Nuriev’s own New York, Paris, and Moscow apartments, the virtual rendition highlights the interplay between design, art, and fashion “that has been my language since I started working,” says Nuriev, as well as a vibrant palette of hues like neon green and electric blue. Balancing out the barrage of brightness is a soft gray, “my neutral zone,” he adds, “and for anyone who already has a lot of color in their place and wants to tone it down.”

The perfectly pink virtual gallery designed by the Webster. 

Photo: Courtesy of The Webster

These eye-catching shades manifest in an eclectic range of tactile pieces including tufted wool and acrylic carpets that take the form of graceful swans, streamlined tube floor lamps, and fleece pillows shaped like hands “to watch TV and relax,” Nuriev points out. There are also slim powder-coated metal bookshelves, plush ottomans, and stools crafted from metal and velour, as well as folding screens and ceramic spoons.

For customers who have neither the room nor the budget for some of Nuriev’s creations, there are plenty of petite alternatives that promise desired pops of boldness, like faux-fur blankets, gradient glassware, and vases and candles emblazoned in Nuriev’s signature checkerboard pattern that nods to his past as a graphic designer, “when I started to appreciate colors in a professional way, after art school,” he recalls. “Checkers are a bit nostalgic for me, and have always left me mesmerized.”

This week, HBX’s Hong Kong flagship will unveil a Crosby Home installation, and depending upon pandemic restrictions, Nuriev hopes to organize additional exhibitions in various cities over the coming months. In the meantime, he’s working on introducing new colors and series to the lineup, with a particular interest in bath. Soon, he says, there might be toothbrushes and towels in the mix. Yet another simple way “to wake up the home environment.”

A virtual rendering of a bedroom. 

Photo: Courtesy of Crosby Studios



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