Selfridges to collaborate with Gareth Pugh

Department store Selfridges is partnering with

designer Gareth Pugh for London Collections: Men to create an in-store installation.

Next month the luxury store will host, Monolith, an installation which has been described as: “Harnessing virtual reality in a way never before showcased in a retail environment.” The installation aims to take customers on a unique immersive journey through the visual world behind Pugh’s menswear collections.

The concept will run launch during London Collections: Men and will be open to the public throughout January. The installation will also act as a preview to kick off Selfridges store-wide event, The Festival of Imagination, which will celebrate the world’s most inspiring innovators, creatives and architects, who capture the imagination in the fields of fashion, art, technology and design.

London Collections: Men runs from January 6-8 and three venues in London – The Hospital Club, The Old Sorting Office and Victoria House.