Sense Immaterial Reality (S-iR) welcomes Art Zuijderwijk as the new CEO, marking a pivotal moment in the company’s journey. Established five years ago, S-iR specializes in creating emotionally resonant, «digital first» luxury experiences for brands in the fashion and high-added value sectors. The company boasts a portfolio that includes collaborations with renowned brands like Christian Louboutin, Foot Locker, Eurojersey, Marzotto Group, ADI Design Museum, and Triennale Milano.
S-iR distinguishes itself with an innovative approach to digitalization, seamlessly blending the digital and physical worlds. Leveraging cutting-edge technologies such as Digital Twins and AR, S-iR has introduced groundbreaking immaterial Experiences, Products, and Platforms. This includes interactive Shopping Windows, customizable PreVue collections, high-impact Branded Spaces, and digital Trunk Shows. The company’s original tool, i-Fabric, digitally replicates the finest materials, prioritizing quality and sustainability.
In June 2023, Art Zuijderwijk, an experienced international fashion executive, assumed the role of CEO, underscoring S-iR’s commitment to innovation. Art emphasizes a «digital first» and customer-centric approach, aiming to collaborate closely with brands to define creative and business objectives. This shift signals S-iR’s transformation from a digital tech company to a Fashion and Luxury digital company.
A notable collaboration with Foot Locker exemplifies S-iR’s ability to create immersive experiences. Celebrating the 25th anniversary of the Nike Tuned Air, a sports sneaker designed for Foot Locker in 1998, S-iR developed a ‘digital first’ experience. Each Foot Locker store features a MetaQR, allowing the community to embark on a digital journey through the evolution of Nike Tuned Air, culminating in the opportunity to purchase iconic sneakers instantly.
Brands are invited to explore S-iR’s engaging platform, Expo ’24, to experience its innovative products and join a community dedicated to customer obsession, creative purpose, and meaningful relationships. This transformative approach aims to reshape the traditional design-produce-sell model, significantly reducing environmental impact and amplifying the brand’s digital footprint.
