Exhibition preview: HUGO: Red Never Follows, Saatchi Gallery, London, until September 1 2013

Celebrating the 20th anniversary of a fashion brand with a contemporary art exhibition may not seem like the obvious choice, but the HUGO brand has always been about unconventional innovation.

A diverse group of 20 multidisciplinary artists from around the world have contributed video installations, interactive light projections, sound design, robotic murals and inflatable sculptures, all created exclusively for the exhibition.

The theme intends to showcase “the spirit of ‘not following’” that is the HUGO philosophy. Each work uses the brand’s colours of red, black and white.

The multisensory nature of the exhibit invites visitors to interact with many of the works on display. Electropastete’s Digital Fragments light projection uses technology to map movement on a wall, allowing visitors to create a virtual painting of their movements, while Marco Barotti’s The Pulse of London is a large-scale inflatable sculpture that visitors can climb in and out of via a narrow opening.

Technology certainly lies at the heart of the exhibition, with many artists playing with ideas surrounding how humans interact with increasingly sophisticated technology.

Güvenç Özel’s Cerebral Hut is a kinetic sculpture that uses an interface that detects brain frequencies to explore the relationship between human movement and architecture. Another moving sculpture is Sonice Development’s Emerging Colorspace, which is painting a mural on the Gallery wall throughout the exhibition.

Of course, it can be argued that a true interpretation of ‘not following’ would mean not following the brief. Japanese artist Daito Manabe appears to go against the grain by creating a film that explores conformity. Electric Stimulus to Face Test 6 shows a wall of faces attached to electric stimuli which makes them appear to twitch and spasm at the same time.

All of this creates a playful environment suited to children and big kids alike. It could be one of the more offbeat places to take the family this summer.

• Open 10am-6pm. Admission free. Follow the Gallery on Twitter @saatchi_gallery.
  
  

• Follow Sarah Jackson on Twitter @SazzyJackson.
  
  

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