Alex Lambert Immersive
Spatial & Experiential Technology Creative - Combining XR tools and creative to produce beuatiful, imapctful work.
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VR - Selfridges x Gareth Pugh

 

VIRTUAL REALITY - Oculus Rift DK1

Monolith - Selfridges x Gareth Pugh

Concept / VR Director / Creative Director / Animation / Physical Build Direction

http://inition.co.uk/ To mark London Collection: Men's Schedule, Selfridges commissioned Inition to produce a two minute 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. Inition worked closely with Pugh to produce a piece that reflected both his strong aesthetic and an original atmospheric soundtrack by artist Matthew Stone (matthewstone.co.uk), delivering a multi-sensory fully immersive VR experience.

The World's First VR Fashion Activation

“Nobody ever gets it Alex, but you get it!”
— Gareth Pugh
 

While working with Selfridges on another project, they asked if we could design a tech installation for the, Gareth Pugh, and the launch of his first every "ready to wear" collection.  In 4 weeks time.  In the first week of January.  "Of course we can!" I said.

The theme of discovery was used as a linchpin.  Viewers were discovering the installation, discovering Gareth Pugh as a designer and discovering the internal workings of his mind represented through VR. 

They physical installation was key, as it prepared viewers for the VR experience by shutting them away from the store outside.  Making them feel isolated, malleable and, ultimately, succeptable to the VR within.

Check out the Dezeen article for more!