Apple Takes Over Selfridges with a Blooming Marvellous Display

Selfridges has teamed up with Apple on a brand new extravaganza of a display, taking over all 24 of the iconic department store’s windows to celebrate the launch of the smart accessory everyone’s been talking about this year; the Apple Watch.¬†

Utilising the tech timepiece’s advanced user interface design, creative installations have been crafted out of flowers in a range of different sizes, each featuring a different application of the Apple Watch. Different flowers, such as peonies and yellow poppies, were painstakingly shot in stop-motion in thousands of shots over hundreds of hours, while artists scaled and painted the blooms by hand to produce ornate sculptures. Large and medium-sized florals were formed out of cast resin, as 3D-printed components make up the smaller shapes. The result is a colourful, flourishing statement¬†that brings together the organic with the synthetic.

This isn’t the first time that the high-end store has joined forces with Apple. Previous displays have included the innovative ‘Butterflies’ and ‘Chromosphere’, a series made to mark the opening of the tech giant’s Apple Watch pop-up in April.

The Selfridges x Apple Watch window display is on till October 13th – check out the pictures below, or alternatively head down to the store on Oxford Street to take a peek yourself.


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