Inition Creates Selfridges x Gareth Pugh: Monolith


Launched last night at Selfridges and on display throughout January, fashion designer Gareth Pugh’s Monolith virtual reality installation boasts bespoke content created by Inition.

Inition worked closely with the designer to give users an insight into the mind of Gareth Pugh, harnessing virtual reality in a way never before seen in a retail setting.

“Our history of creating bespoke experiences using emerging technology platforms was a natural fit with the pioneering work of Pugh and the innovative approach to retail taken by Selfridges. This is a market with huge potential for digital technologies and Inition is delighted to be pushing boundaries within this space.” Ainsley Henn, Producer at Inition.

Gareth Pugh says, “The inspiration for this piece really came from the desire to create a totally immersive experience. I’ve always believed in the importance of fashion film and new technology as a means of communication, but 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 virtual reality experience selfridges london inition

Located at Menswear on level 1 inside a two metre tall chamber, the custom content is concealed within a characteristically geometric Gareth Pugh VR headset, which once worn sends the user on a two minute exploration of the designer’s aesthetic.