Apple stages a floral takeover of Selfridges' windows
Selfridges' window displays have been a leading creative platform in the UK capital since 1909, allowing brands, designers and special edition collaborations to get major air-time on one of Europe's busiest shopping streets. The London shopping staple has now allowed Apple to take over all 24 of it's store windows.
The new blossoming floral installation brings the Apple Watch to life, adopting the smartwatch's UI design. The installation is created from flowers that range from 200mm to 1.8m in height, and each of them features a unique configuration of the Apple Watch.
The flowers were photographed in stop-motion, with some flowers requiring more than 24,000 shots over 285 hours. For the windows eight variations of flowers have been scaled and hand-painted by artists to compliment the photography.
"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. Take a look at some of the designs here...