Fashion designer Gareth Pugh has created a new VR experience.

“The inspiration for this piece really came from the desire to create a totally immersive experience,” says fashion designer Gareth Pugh of “Monolith,” a virtual reality experience at Selfridges London for the month of January. It’s another manifestation of Immersive Experiences, one of our 10 Trends for 2014, the idea that entertainment, narratives and brand experiences will become more immersive and enveloping in a bid to capture consumers’ imagination and attention.

“Monolith” visitors enter a padded room and don an Oculus Rift, the virtual reality headset that’s due on the market later this year, which is housed within an angular Pugh-designed headset. Participants then take a two-minute journey through a cityscape that’s described as depicting the inspiration behind Pugh’s menswear collections. The installation is part of Selfridge’s “Festival of Imagination,” which also includes the Imagine Shop, featuring “pioneering products at the forefront of design, fashion and technology.”


Image credit: Selfridges