— 7 January 2014
To mark Gareth Pugh's first appearance on the London Collection: Men's schedule, we've teamed up with the designer to launch a virtual reality installation at Selfridges London.
Open from Wednesday 8 January, the MONOLITH installation takes you on a unique, immersive journey into the visual world of Gareth Pugh's menswear collections. The two-metre tall chamber is located in Menswear on 1 and is part art installation, part futuristic fashion film and part fairground ride.
Inside the chamber, you'll embark on a two-minute visual journey into the inspiration behind his menswear collections, covering monochromatic cityscapes, undulating walls and signature stark shapes. The project is a real celebration of London's creativity with Pugh teaming up with East London-based creatives Inition
to provide the boundary-pushing 3D experience and also Matthew Stone to provide the atmospheric soundtrack, which can be listened to on theatrical headsets designed by Gareth.
Gareth Pugh says, "The inspiration for this piece really came from the desire to create a totally immersive experience. I’ve always believed in the importance of fashion film and new technology as a means of communication, but the team at Inition were able to propose a new and exciting way for us to approach this project. It's an exciting opportunity to re-imagine my aesthetic in a totally new context."
"The title, Monolith, is the perfect description for this piece: something singular and imposing, and in some way otherworldly. I imagine that each person will view it differently, but I would hope that it's something memorable and engaging. Ultimately the installation requires a little commitment, you need to step into that world - from the padded sound proofed booth to the angular head piece required to view the installation… they're all considered parts of this unique experience."
This pioneering project also gives a preview of our first creative campaign of 2014 – The Festival of Imagination
. Launching soon at Selfridges, we'll be celebrating inspirational 'Imagineers' – the innovators, creatives and architects of the future who capture the world's imagination across the fields of fashion, art, technology and design.
As one of the earliest designers to really champion fashion film, alongside his work across multidisciplinary platforms, Gareth Pugh was our first choice as the initiative's Imagineer from the fashion world.
Pugh says, "Of course this is our first appearance on the London Collections: Men schedule, and it's great to be doing something back here again. It's been a while since I was able to focus my attention on a project that was solely driven by menswear, so this is a great opportunity to celebrate with Selfridges the ideas and creativity which drives London forward - it's an exciting event to be part of and hopefully just the first chapter."
Join us in Menswear on 1 throughout January to discover Gareth Pugh's impressive new installation at Selfridges London.