Case Study:

Selfridges x Gareth Pugh Monolith Virtual Reality Experience


The Brief

To mark London Collection: Men’s Schedule, Selfridges commissioned INITION to produce a virtual reality experience with leading British fashion designer, Gareth Pugh, to be showcased in their flagship Oxford Street Store as part of their Festival of Imagination.


  • Who: Gareth Pugh for Selfridges
  • What: Virtual reality experience for Selfridges Festival of Imagination
  • When: January 2014
  • Tech: Oculus Rift HMD (DK1)

Our Solution

The conceptual abstract CGI piece took inspiration from Pugh’s ‘Carbon Life’, a geometric outfit originally designed for the Royal Ballet and worn by the designer.

Inition worked closely with Pugh to produce a piece that reflected both his strong aesthetic and an original atmospheric soundtrack by artist Matthew Stone, delivering a multi-sensory fully immersive VR experience.

A custom-made two metre tall booth was built within the menswear department of Selfridges and housed the installation which included a bespoke Pugh headpiece with integrated virtual reality display providing a 360 degree stereoscopic environment.

The Results

The installation is on display in the Selfridges menswear department throughout January 2014 and has already seen hundreds of visitors with queues forming on most days. The project has been widely covered in the press.

“It’s incredible as it expresses what Gareth is all about.” Selfridges creative director Alannah Weston.

‘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” Gareth Pugh

“It’s unusual on a fashion project for me to work with people that just get it. I went to their (Initon’s) offices and they were just filled with the craziest, most surreal virtual-reality things.” Gareth Pugh




Time Out