Selfridges Teams Up With Gareth Pugh

Retail giant Selfridges has confirmed it is to partner with Gareth Pugh for London Collections: MEN in less than a month. The luxury department store will host an installation conceived by the designer for the duration of the January fashion event.

On announcement ‘Monolith’ has been described as: “Virtual reality in a way never before showcased in a retail environment.”

Selfridges, which was voted ‘Best Department Store in the World’ in 2012, is hoping the unique project will act as a platform for its ‘The Festival of Imagination’ event. The store-wide concept, the first of 2014, aims to celebrate the world’s most inspiring innovators, creatives and architects.

It has been confirmed that a London-based collective, Inition, is to assist bosses at the Oxford Street store realise the virtual reality experience within Pugh’s vision. Inition specialise in creating bespoke experiences on emerging technology platforms.

London Collections: MEN kicks off in early 2014, running from the 6th to the 8th of January. It has been confirmed Pugh’s installation will remain open to the public throughout.