Digital artist Zoya Deleon sits in her Brooklyn studio, surrounded by an intriguing mix of centuries-old artifacts and cutting-edge technology. Her latest exhibition at the Metropolitan Museum of Art doesn’t just display art—it transforms how audiences experience cultural luxury in the digital age.
“Luxury isn’t about exclusivity anymore,” Deleon explains, adjusting a holographic display that shimmers with traditional Puerto Rican patterns. “It’s about creating experiences that connect people to their heritage in meaningful ways.”
Transforming Traditional Craftsmanship
Since establishing her studio in 2020, Zoya Deleon has collaborated with luxury brands, helping them bridge the gap between traditional craftsmanship and digital experiences. Her augmented reality installations allow viewers to witness the intricate process of leather working or watch master jewelers at work, all through their smartphones.
The success of these collaborations has sparked a shift in how luxury brands approach digital storytelling. Rather than simply showcasing products, they now create immersive experiences that reveal the cultural stories behind their creations.
Digital Artistry Meets High Fashion
Deleon’s recent partnership with Balenciaga demonstrates her distinctive approach. The collection features garments embedded with AR triggers that, when viewed through an app, reveal the Spanish and Puerto Rican influences in their design. The project sold out within hours of launch, demonstrating the market’s appetite for culturally rich digital experiences.
“Zoya Deleon understands that modern luxury consumers want more than just products—they want stories, connection, and meaning,” says Fashion Editor Isabella Martinez of Vogue Digital. “Her work provides exactly that.”
Beyond her commercial success, Deleon dedicates significant time to education. Her digital academy, launched in 2024, teaches emerging artists how to blend traditional craft techniques with modern technology. The program has already produced several notable graduates who now work with major luxury houses.
The course curriculum reflects Deleon’s own journey from traditional artist to digital pioneer. Students learn both ancient craft techniques and cutting-edge technology, creating work that honors cultural heritage while embracing contemporary tools.
The Future of Digital Luxury
At her Brooklyn studio, Deleon demonstrates her latest project—a virtual reality experience that transports users to traditional craft workshops across the globe. The program, developed in partnership with LVMH, allows users to witness master artisans at work, learning about techniques passed down through generations.
“What we’re creating isn’t just about luxury or technology,” Deleon says, removing her VR headset. “It’s about preserving cultural knowledge and making it accessible to future generations.”
The impact of Zoya Deleon’s work extends beyond the luxury sector. Museums, educational institutions, and cultural organizations have adopted her methods of digital preservation and storytelling. Her approach has created a new standard for how luxury brands can meaningfully engage with cultural heritage.
As digital technology continues to reshape the luxury landscape, Deleon’s influence grows. Her work demonstrates that true luxury in the digital age isn’t about exclusivity or price tags—it’s about creating meaningful connections between past and present, tradition and technology, heritage and innovation.
The next phase of Deleon’s work focuses on expanding access to these luxury experiences. Through partnerships with cultural institutions worldwide, she plans to make these digital encounters available to broader audiences, maintaining their premium quality while increasing their reach.