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Brief Published: 27 Aug 2010

Gareth Pugh's Wonderstore


Fashion designer Gareth Pugh has just opened his debut store in Hong Kong with a design that embodies every inch of the dark, experimental signature style that has made the avant-garde designer one of the most significant of his generation.  

Designed by London agency Daytrip, the interior has padded walls and black runner display stands but it’s the central feature that demands most attention: a sprawling video wall at the back of the store that shows the fashion films Pugh has been using for the last few seasons to present his collections.

The adjacent walls are mirrored to reflect the moving imagery which, when combined with music, serves to create an entirely immersive environment.