The brand worked in collaboration with twenty international artists to create the “Red Never Follows” project, which aims to celebrate “the adventurous and unpredictable path creativity takes.”

The “leading creators and inspiring inventors” were tasked with showcasing the brand’s “spirit of not following” and have created a collection of interactive and boundary pushing installations.

From paintings and sculptures to interactive visual and sound installations, the exhibition features work such as: ‘Electric Stimulus to the Face’ an interactive sound installation by artist by Daito Manabe, which features people responding to impulses that make their muscles twitch in rhythm, ‘The Pulse of London’ by Macro Barotti and Platstique Fantastique is a giant red plastic sphere that visitors can climb into and listen to their heartbeat reverberate around the space.