Today sees the opening of the Gareth Pugh Monolith installation at Selfridges. Created with the department store to mark Pugh’s first appearance on the London Collection: Men’s schedule, Monolith takes you on a virtual reality journey, visually immersing you into the world of Pugh’s menswear collections. The two-metre tall chamber is located in Menswear on the store’s first floor, and is ‘part art installation, part futuristic fashion film and part fairground ride’. The project was brought to life by East London creatives Inition, with a soundtrack by Matthew Stone. The installation serves as a preview to the mid-January launch of Selfridges’ first store-wide creative concept of 2014, The Festival of Imagination, which celebrates the world’s most inspiring innovators, creatives and architects.

selfridges.com

Tags: Gareth Pugh, LC:M, Selfridges