HOT:SECOND

Protein was proud to partner with HOT:SECOND, a world first circular economy concept store trading physical goods for digital experiences. Founder Karinna Nobbs collaborated with innovation studio Holition and 3D artist Emily Spitzer to allow you to immersively experience digital fashion garments from pioneering brands including The Fabricant, Carlings and Christopher Raeburn. The purpose of the experience was to challenge the notion of clothing ownership and the “currency” of the store was the donation of an unwanted physical garment (the target was to “save” 500 pieces of clothing from landfill during the 4 days) because there is no planet B.