What happens when two of the industry It guys collaborate on something the fashion world hasn't seen yet? We will have to find out when SHOWstudio SHOP, potentially one of London’s landmark fashion locations, will be launched with long-term SHOWstudio.com collaborator Gareth Pugh.

The first in a series of exclusive events, SHOWstudio SHOP welcomes Pugh as he sets up a temporary work place in the studio space at 1-9 Bruton Place, and handcrafts a one of a kind garment exclusively for SHOWstudio SHOP. Offering the opportunity for viewers to witness this innovative British designer at work, the webcams will record every moment as Pugh creates a unique garment that will be retailed in the SHOWstudio SHOP. 

According to SHOWstudio, this project pushes the boundaries of fashion presentation and retail via the internet, unifying the designer, the medium and the consumer ever closer within the groundbreaking environment of the SHOP.

Gareth Pugh will be in residence 20, 23 and 24 November 2009 at SHOWstudio SHOP. The final garment will be exclusively photographed by Nick Knight on 24 November in the SHOWstudio SHOP studio at Bruton Place. Watch the entire creative process online at www.showstudio.com/project/livestudio