The line between fashion and tech is disappearing fast. The fashion industry is at a pivotal moment where digital innovation meets luxury retail, and Amsterdam-based Beyond Studio is at the center of this transformation. Founded by creative director David Robustelli, this forward-thinking tech studio is redefining how consumers experience fashion through immersive technologies, creating new opportunities that unite physical and digital worlds.
Revolutionizing Fashion Retail with AR and VR
Beyond Studio stands at the forefront of virtual fashion by leveraging augmented reality (AR), virtual reality (VR), and advanced digital tools to create immersive shopping experiences. The company’s core mission is to help fashion and luxury brands deliver engaging digital experiences that replicate the tactile and visual sensations of physical stores.
A major innovation from Beyond Studio is the development of virtual try-ons and interactive fitting rooms using AR and VR. These features allow customers to try on clothing and accessories in real time from home, eliminating barriers that often lead to hesitation in online shopping while boosting conversion rates and reducing returns.
Creating Digital Twins and Immersive Store Experiences
The studio’s expertise goes beyond virtual try-ons, extending to the creation of digital twins of physical stores. This enables brands to recreate authentic in-store atmospheres online. Using VR and 3D modeling, Beyond Studio builds fully immersive, 3D-rendered versions of boutiques and luxury showrooms, allowing customers to explore products as if they were physically present.
David Robustelli, Founder and Creative Director of Beyond Studio, said:
“Working with fashion and luxury brands has inspired us to design and produce our first capsule collection,” showing the company’s evolution from service provider to innovative fashion creator. This approach represents “a fully virtual approach that harnesses the benefits and possibilities of digital design, augmented reality (AR), and immersive technologies.”
Prestigious Client Portfolio and Industry Recognition
Beyond Studio’s client list features leading names in luxury fashion, including Burberry, Tommy Jeans, Valentino, Vogue, Adidas, Louis Vuitton, and Dior. The company specializes in AR experiences, NFTs, and wearables for metaverse platforms such as Decentraland, Sandbox, and Roblox.
A notable recent collaboration was the ASOS pop-up shop in London, where Beyond Studio, working with Snap Inc. and ASOS, created an innovative retail experience. Shoppers could try on and purchase both physical and digital clothes, and use their phones to unlock a virtual catwalk featuring styled avatars.
Sustainable Innovation Through Digital Design
Beyond Studio’s commitment to sustainability, which is central to its mission, the company uses virtual fashion experiences to help brands showcase collections without the need for physical samples or in-store displays. The digital-first approach
Beyond Studio explained:
The company completely digitally designed and edited the garments. “By working with fashion design software, immersive technologies and customised 3D avatars,” to “fully optimise designs without waste.”
This process removes the need for traditional sampling, where garments must be physically produced for review and adjustment. By working entirely in the digital space, Beyond Studio significantly reduces waste and transportation costs while maintaining the luxury experience consumers expect.
Recent Innovations and Future Developments
Beyond Studio continues to push boundaries with projects such as collaborations for limited edition adaptable fashion pieces, 3D animations with AI-generated motion blending, and virtual try-on experiences using AR Mirror technology in stores.
The company has also expanded into entertainment, working on global campaigns including “Kingdom of the Planet of the Apes”, with large-scale AR experiences. David Robustelli’s 13 years of experience in AR technology positions him as a pioneer, frequently appearing as a keynote speaker and panelist at industry events.
Shaping the Future of Digital Retail
As demand for virtual experiences grows, Beyond Studio is helping the fashion industry adapt to changing consumer expectations. Their innovative approach delivers sustainable, engaging digital solutions that meet the needs of both brands and consumers, while preserving the dynamic and luxurious qualities associated with physical retail.
The studio’s work demonstrates how immersive technologies can build emotional connections between brands and customers through unique, high-quality digital experiences. By offering accessible, global reach while maintaining exclusivity and luxury appeal, Beyond Studio is setting new standards for digital fashion retail.
Through the integration of AR, VR, and Web3 technologies, Beyond Studio is shaping the future of retail, showing that digital experiences can be just as compelling and luxurious as those found in physical stores.
