Apple Takes Over All 24 Windows at Selfridges With Massive Floral Apple Watch Installation [Photos]

Apple has taken over all 24 display windows at the iconic Selfridges department store with a massive floral Apple Watch installation, reports Wallpaper.

Adopting the smartwatch's UI design, the installation is made from flowers ranging from 200mm to 1.8m in height, all featuring a unique configuration of the Apple Watch – including Apple Watch Sport, Apple Watch and Apple Watch Edition.

To create the display, a range of blooming flowers were photographed in stop-motion. Some flowers required more than 24,000 shots over 285 hours. Eight variations of the flowers were scaled and hand painted by artists for the windows. In total the installation has 24 large, 50 medium, and 5,525 small flowers, plus 240 slightly larger 'small-plus' flowers. The flowers were also created using different methods. For example, the medium and large flowers were made from cast resin, while the smaller were 3D printed.


"We are thrilled that the flowers of the Apple Watch face have inspired such a beautiful design and to see it come to life in this amazing installation, reflected in all 24 of Selfridges' historic windows," says Paul Deneve, Apple’s vice president of special projects.

The Apple Watch installation is the first time since Selfridges' launched its window displays in 1909 that all of its windows have been dedicated to one product.

Selfridges creative director Linda Hewson said, "Collaborating with Apple on such a large scale creative project continues our well-established tradition of inviting outstanding designers with a unique point of view to curate displays within our stores."

Take a look at a few photos of the installation below or hit the link for more...


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