The Hugo brand is celebrating its 20th anniversary by putting together a selection of artworks that are innovative and unconventional – it's designed to be a reflection of their own outlook in the world of fashion.
Half of the top floor of the Saatchi gallery is now inhabited by works that playfully push at the boundaries that define art. From Iepe Rubingh's cyclists who drop tins of paint at a busy junction and let traffic paint a picture in tyre trails, to Daito Manabe's manipulation of facial tics with electrodes so they twitch in time to the music.
The quirky artwork continues with a mannequin slumped face first into a corner and a soundwave made up of broken LPs. There's even a giant inflated red ball you can climb into and see what the other works look like through a red filter.
There are plenty of video artworks on display and our favourite amongst them is Bart Hess's Mutants. People inside elastic sheeting writhe and contort their bodies to create the effect of something akin to a disturbing science fiction film – as if some ghastly creature is ready to burst forth.
Our favourite work of the exhibition is called 'proximity/repulsion'. Wireframe segments rain down on a projected screen but standing in front of the projector causes these falling objects to interact with your silhouette and bounce off it. On raising our hands the gap between our arms and head started to fill with these unorthodox raindrops before spilling over the edges and falling to the floor. It's great fun and the possibilities for the creative visitor are endless.
Technology and art have combined to create an enthralling interactive exhibition full of innovative artworks that will engage both children and adults alike.
Hugo: Red Never Follows is on at the Saatchi Gallery, King's Rd, SW3 4RY until 1 September. Admission is free.