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S-iR was founded around 5 years ago with the mission of emotionally connecting brands and their customers, crafting luxury "digital first" experiences from creation to sales. S-iR offers an innovative and pioneering approach to digitalization, designed for the fashion and high-added value industries. Over the years, the company has developed exclusive projects for [various] luxury and lifestyle brands, such as Christian Louboutin, Foot Locker, Eurojersey, Marzotto Group, ADI Design Museum and Triennale Milano applying an innovative and highly qualitative digital design model that surged with the digital acceleration demanded by brands during the pandemic. 
 

S-iR has developed innovative features, experiences and products, blending the captivating digital encounters with the physical. Transforming the F&L industry, with lower costs, shorter times, and greater sustainability. Immaterial, yet beyond the real.

S-iR has taken features such as Digital Twins and AR to the next level and developed innovative immaterial Experiences, Products and Platforms: interactive Shopping Windows, customizable PreVue of collections, high-impact Branded Spaces and digital Trunk Shows are now available. i-Fabric (pass: expo24), an original S-iR tool, perfectly replicates the qualities and properties of the finest materials, respecting their unique characteristics – weaving, pattern, texture, color, finishing, nuances, etc – even simulating flutter and handling. 

All S-iR products are to be seen and tried in one evocative space – Expo ’24. S-iR invites you to become part of a community in this engaging platform, to share the passion for customer obsession, creative purpose, and meaningful relationships.

These features translate the early stages of the creative and production processes into a digital realm, always keeping a deep commitment to quality and excellence, therefore significantly reducing environmental impact by effectively turning around the traditional approach of design-produce-sell to design-(digitally)sell-produce.
 

In June 2023, the company appointed Art Zuijderwijk, an experienced international fashion executive, as CEO, emphasizing its commitment to guiding brands through innovation. Art's forward-thinking approach and extensive industry experience signal a crucial moment in the company's development. Art comments, S-iR is customer-obsessed and operates digitally first. We are motivated to look beyond the novelty of cool digital offerings. We want to work in close collaboration with brands to define the creative and business purpose, so we can create more commercial value. We like to support brands in developing new meaningful relationships with their community and consumers. Telling stories and creating true omni-channel experiences. S-iR is transforming from a digital tech company to a digital fashion and luxury company.

S-iR has a customer obsession and operates 'digital first.' We are motivated by looking beyond the digital offerings of something 'cool.' We want to work closely with brands to define creative and business objectives, thus creating more value. We enjoy helping brands develop new meaningful relationships with their communities and consumers. Telling 'stories' and creating true omnichannel experiences. S-iR is transforming from a technology company to a Fashion and Luxury digital company.

S-iR has recently embarked on a significant collaboration project with Foot Locker to create a 'digital first' immersive experience, engaging its community in the grand celebration of the 25th anniversary of the Nike Tuned Air, a sports sneaker originally designed for Foot Locker in 1998. This extraordinary shoe has not only withstood the test of time but has become an icon of Lifestyle, with a profound influence on sneaker culture.
 

S-iR has developed a MetaQR as an integral part of the showcase in every store. By scanning it, the FL community is immersed in a digital journey through the evolution of Nike Tuned Air from 1998 to 2023. The experience highlights key moments and culminates in spectacular reproductions of the white and black NT sneakers, in full beauty of functionality and design, available for instant purchase with a simple click.

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