More in store: Art installation transforms Selfridges

10 : 01 : 2014 Gareth Pugh : Selfridges : Menswear

London – Avant-garde fashion designer Gareth Pugh has unveiled his vision of the Tomorrow Store in Selfridges’ men’s designerwear area.

Part of Selfridges Festival of Imagination for London Men's Fashion Week, customers were invited to enter MONOLITH, a soundproofed chamber, for two minutes and wear Pugh’s trademark hood, fitted with augmented reality glasses designed by Inition. Once inside, visitors are transported to a seemingly infinite white space, where geometric graphics and writhing figures dance around, replicating then disappearing in all directions, as far as the eye can see.

The visuals are set to pounding beats created by Matthew Stone, a long-time collaborator with Pugh, which further add to the sense of the department store becoming a Futurist Montage world.

The experience is at once disconcerting and uplifting and shows what a clever retailer can do to transform a small space in to an inspirational, engaging moment within a physical store. 

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