Fashion Designer Gareth Pugh Showcases Major New Art Project ‘The Reconstruction’ using Samsung’s The Wall

September 23, 2020
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- Titled ‘The Reconstruction’, the all-new collection presented via a ‘visual concept album’ included a feature-length documentary and a live exhibition at Christie’s London which was displayed on the Samsung’s The Wall
- The project was a collaboration between Pugh, photographer Nick Knight and digital artist Jon Emmony - as well the most exciting young voices in beauty artistry
- The project supported Refuge - the UK’s leading charity tackling the effects of domestic violence

London, UK – September 2020 – Samsung today announces its support for a major new creative project ‘The Reconstruction,’ created by visionary British fashion designer Gareth Pugh. Launched on September 16th and running across London Fashion Week, the new collection marked Pugh’s return to fashion week since buying back his trademark in March 2020.


The project was the first time that a runway collection had been presented as a “visual concept album” and featured 13 iconic looks inspired by 13 iconic songs. The 13 stills and 13 explosive fashion film shorts were shot by globally renowned fashion image-maker Nick Knight, while an accompanying series of virtual landscapes were created by pioneering digital artist Jon Emmony. Featuring an incredible cast of artists, activists and change-makers from across the UK; from Musicians Rina Sawayama, to The Royal Ballet’s principal dancer Matthew Ball, it was a ground-breaking mix of fashion and entertainment.


To achieve maximum impact the project was shown in super-size using Samsung’s cutting-edge display solution The Wall.


“Featuring innovative technology, this immersive screen delivers awe-inspiring visual experiences at breath taking scale, with stunning detail, explains Damon Crowhurst, Head of Display at Samsung UK. “With pristine, precise colours, pin sharp clarity and slim, bezel-less design, this product was perfectly suited to fulfil Pugh’s unique vision, fulfilling the spatial and aesthetic needs of the project and delivering an impactful visual experience.”


“From the outset we hoped to create what might be described as ‘a digital fantasia,’ and so we sought out a collaboration with some of the world’s leading image makers and digital artists,” explains Gareth Pugh. “When it came to presenting this work to the public for the first time, it made perfect sense to also seek out world class technology to bring this all to life. The Wall was really the centrepiece of our exhibition, in that this was the first time we presented ‘The Reconstruction’ film content to the public, taking them on a journey from conception to completion — a portal through which to experience new worlds.”


Crucially, none of the looks created by Pugh are now for sale: instead they have been re-imagined via a jersey capsule collection designed in collaboration with emerging designer Melissa Mehrtens. This launched alongside the art project and are being sold online in exclusive partnership with HIT + RUN – a new online retail platform promoting a zero-waste model.


The project was an entirely non-profit venture, with all proceeds going to Refuge. Fundraising for the charity was driven by ticket sales to an accompanying live exhibition taking place at Christie’s London across London Fashion Week.


To learn more about Samsung’s The Wall visit


Press Resources > Press Release


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