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In bloom: Apple stages a floral takeover of Selfridges’ windows
Apple has launched an elaborate floral installation across all 24 of Selfridges’ iconic London window displays, transforming the department store into a vibrant, blooming showcase. This immersive experience is designed to bring the floral faces of the Apple Watch to life, marking a significant collaboration between the tech giant and the historic British retailer.
The installation, unveiled today, features a vast collection of sculpted flowers, ranging in size from 200mm to an impressive 1.8m in height. Each flower integrates a unique configuration of the Apple Watch, encompassing the Apple Watch Sport, the standard Apple Watch, and the premium Apple Watch Edition. This artistic endeavor follows previous Apple displays at Selfridges, such as 'Butterflies' and 'Chromosphere,' all conceived to celebrate the opening of Apple’s store-within-a-store concept at Selfridges in April. The series draws direct inspiration from the Apple Watch user interface, translating its digital designs into tangible, large-scale art installations.
The creation of these floral sculptures involved a meticulous and time-intensive process. Artists photographed a variety of blooming flowers, including yellow poppies—a nod to Selfridges’ distinctive branding—using stop-motion techniques. Some flowers required over 24,000 shots, accumulated over 285 hours, to capture their full unfolding. For the window displays, all eight variations of the original flowers were scaled and hand-painted by artists. The sculpting process mirrored the intricate detail of the initial photography, emphasizing a dedication to craftsmanship.
In total, the installation comprises a remarkable 24 large flowers, 50 medium flowers, 5,525 small flowers, and an additional 240 ‘small-plus’ flowers. The larger and medium flowers were crafted from cast resin, while the smaller components were produced using 3D printing technology, showcasing a blend of traditional artistic methods and modern manufacturing techniques. The detailed central stamens of the flowers were also hand-sculpted to create master tools, subsequently reproduced from cast resin for the larger pieces, ensuring a high level of fidelity to the natural forms. The smaller flowers were 3D scanned, scaled down, and 3D printed, then finished with scenic paint and fine flocking details before being assembled into the lush dioramas.
Paul Deneve, Apple’s vice president of special projects, expressed enthusiasm for the project, stating that the Apple Watch face flowers inspired this beautiful design and its realization in Selfridges’ historic windows. Linda Hewson, Selfridges’ creative director, highlighted the collaboration as a continuation of the store’s tradition of partnering with prominent designers. This project is particularly notable as it marks the first time since Selfridges launched its window displays in 1909 that all of its windows have been dedicated to a single product. The installation effectively symbolizes the growth and evolution of Apple's products, transforming a small digital design element into a grand, beautiful physical manifestation.
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