Crosby Studios Home is a lifestyle brand for these fraught and frazzled times.

When reality is a hybrid of real, virtual and augmented, Harry Nuriev believes people crave comfort, stimulation, clarity, calm and a sexy personal story for their living spaces.

“Crosby Studios Home is about thoughtfully curating objects for our [living spaces] and discovering new parts of ourselves in the process,” said Nuriev. “The collection also seeks to add new energy into the home with expressive objects infused with fashion and art.”

Nuriev, an artist, designer, interior architect and founder of Crosby Studios, a creative practice that spans public spaces, private residences, retail stores, product design and collaborations with fashion brands and artists, aims to bring high design and luxury goods to the masses through collections that have a sense of individual expression and are nonconformist, and have a strong dose of irony.

Crosby Studios Home bears Nuriev’s recognizable style, which includes bold colors, especially his signature hue, a saturated and evocative shade of blue, exaggerated proportions, and glaringly faux materials, designed with a big wink.

Nuriev has succeeded with his first home goods and loungewear collection in democratizing his aesthetic, which is filtered through the lens of radical design and informed by contemporary consumer culture.

“There are so many people who are obsessed with street style,” Nuriev said. “Why would we move away from our closets and not dress our apartments in the same way. The fashion- to-home style is a very interesting dialog I’m having between fashion and furniture. I hope next year will be a very interesting year for collaborations.”

With his experimental bent and interest in technology, not to mention, bending or breaking rules – Nuriev’s recent work includes creating a digital room for issue 28 of Hypebeast magazine and a digital collaboration with Nike to celebrate Air Max Day 2020 – it’s no surprise that Crosby Studios Home’s virtual showroom utilizes gaming software and AR to create an explorative apartment-cum-webshop.

An experiment in immersive retail and antidote to the one-dimensional window shopping or browsing consumers have become accustomed to, shoppers can ‘walk’ through the virtual home – which bears a resemblance to Nuriev’s fantasy apartment, which is a combination of French and Russian architecture – and discover products for sale. Upon clicking on an object, consumers are given the option to enter AR View on mobile devises, allowing them to visualize how items will look in their own homes. Products are available for purchase through HBX’s online store and accompanied by an expansive installation at HBX’s Hong Kong flagship.

The partnership follows Hypebeast Magazine’s triptych cover collaboration with Nuriev, which featured a virtual architectural space that the designer created for the magazine’s Innovators issue. The Crosby Studios-designed space in HBX’s flagship is a natural progression from the cover collaboration, and symbolizes the lifestyle and ideals of the Hypebeast community. The partnership also marks HBX’s first foray into the home retail category.

“It’s a challenge to create a bridge between our design practice and making our design more accessible so that everyone can have a little element of it in their apartment,” Nuriev said. “We design beautiful spaces for our commercial and residential clients, but what about people who have a rental space or a small space and share our design aesthetic and just want to emphasize their personality or move into colors and some extreme design.”

Nuriev, who held his first solo museum exhibition in 2017 at Dallas Contemporary, has danced on the increasingly blurred line that separates art and commerce, collaborating with artist Liam Gillick and architect Rem Koolhaas’ OMA, crafting a limited edition home goods collection and pop-up installation for Opening Ceremony, and joining forces with Nike to create a furniture collection for the launch of the Air Max 720 sneaker.

For Design Miami in December 2019, Nuriev received critical acclaim for the Balenciaga sofa, a conceptual, sustainable furniture installation designed by the artist in collaboration with the fashion brand.

“I collaborate with fashion brands, I don’t collaborate with interior design brands,” Nuriev said. “Balenciaga never collaborated with anyone before. I came upon with idea to upcycle their damaged [garments], unisex unisex clothes and stuff them into a sofa. Since we presented it at Design Miami, it’s been in their store in SoHo.”

Nuriev relishes creating incongruous hookups and eschews tried-and-true themes for partnerships. For Valentino, he created a virtual space that seemingly has nothing to do with fashion – a kitchen. “It’s because people are spending so much time at home, and the kitchen is at the heart of every abode,” he said, adding, “the space can be accessed through Valentino’s web site and an Italian gallery. For Opening Ceremony, I did my first furniture collaboration in 2018 with a pop-up shop. Opening Ceremony is existing online.”

Products range from furniture and rugs to shelving systems, glasses, and candles for the ultimate cheap treat. Nuriev recommends stationing them near the bathtub, to wash away the day’s frustrations.

“One of our hero products is Crosby, a friendly stuffed pillow,” he said. “There’s also the hand pillow and the candles are a very simple way to cheer you up when you take a bath. Little things can really change your view.”

Nuriev may have an antidote to boring furniture and home items, but unfortunately, not for the boredom that comes with being stuck at home during the Covid-19 pandemic.

“I figured out how much time I spent at home since the quarantine began. I’ve never spent so much time there since university,” said Nuriev. “Since the beginning of March, I’ve spent so much time on developing this home goods web site. I just used to just shower and sleep at home. I’m an interior designer for my clients, not for myself.”

Nuriev said he’d bring architectural DNA to fashion to make it more structural, work with sustainability and upcycle worn or discarded garments, and explore color.

In 2021, Crosby Home will open a physical flagship store in Moscow, a retail experience that combines elements of a living room, café, office and social gathering space. “I’m finally opening a store,” Nuriev said. “It doesn’t matter that everyone is trying to move online. The interaction within a physical space is priceless.”

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