Apple Creates Massive Floral Window Installation at Selfridges to Promote Apple Watch

[MacRumors]

Apple today launched a new Apple Watch advertising effort in London, decorating the 24 windows of the Selfridges department store with a massive floral installation. Each window has flowers that were inspired by the flowers that can be found within the "Motion" face on the Apple Watch.

Design magazine Wallpaper has shared photos and details on the installation, which uses 3D flowers created through a range of methods from resin casting to 3D printing. Each window also displays an Apple Watch with a watch face that matches the flowers.

Image via Wallpaper​

There are eight different flower variations decorating the windows, each of which was scaled, sculpted, and hand-painted by artists, a process Wallpaper describes as "painstaking and meticulous as the original photography."

Earlier this year, Apple Human Interface Chief Alan Dye explained the effort that went into each of Apple's "Motion" watch faces. Apple shot all of the animated flower, butterfly, and jellyfish photos used in the watch face. For the flowers in particular, Apple shot photos as they bloomed, with one single flower taking 285 hours and more than 24,000 shots.

Image via Wallpaper​

For the window installation, artists created 24 large, 50 medium, 240 "small plus" and 5,525 small flowers, split across the aforementioned eight varieties. Paul Deneve, formerly the CEO of Yves Saint Laurent, had a hand in the window designs and gave a statement to Wallpaper.

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.

Apple's flower installation follows two other installations that have been used to decorate the Selfridges department store, including "Chromosphere," which displayed the Apple Watch in colored orbs of light, and "Butterflies," featuring a huge kaleidoscope of fluttering butterflies.

Image via Retail Design World​

Selfridges in London is the home of the iconic Wonder Room, a section of the department store that sells luxury jewelry and watches. The Apple Watch is sold from a pop-up shop located towards the entrance of the Wonder Room, with all models from Sport to Edition available for purchase.

Article Link: Apple Creates Massive Floral Window Installation at Selfridges to Promote Apple Watch

 

[Menopause]

Wow! That is an unbelievably beautiful and impressive advertisement! The tiny Apple Watch with the massive backdrop of flora and fauna is a spectacular attention grabber!

 

[meaning-matters]

Great pictures, especially the first one with buildings and sky reflection.

 

[YegorH]

Wow, I don't remember Apple advertising any other of their products as much as this watch. To me, it shows how half-baked this concept is and they are desperate to meet their sales goals.

Switzerland is definitely not in trouble, Mr. Ive!

 

[2457282]

Wow! That is an unbelievably beautiful and impressive advertisement! The tiny Apple Watch with the massive backdrop of flora and fauna is a spectacular attention grabber!

And yet I almost missed the watch in the second photo.

I agree this is really beautiful. I wonder what an installation like that costs? I also wonder how they are able to track if that in anyway turned into sales? I wonder a lot about a lot.

Thank you.

 

[ob81]

Can't see the product.

 

[taptic]

Flowers! Yes! I was against it before, but now I know I must have this watch!

 

[2457282]

Wow, I don't remember Apple advertising any other of their products as much as this watch. To me, it shows how half-baked this concept is and they are desperate to meet their sales goals.

Switzerland is definitely not in trouble, Mr. Ive!

I love my watch and find it fully baked, thank you very much.

My wife loves hers as well.

 

[Chupa Chupa]

Maybe it's gives off a different feeling live, but in pictures the product seems overwhelmed by the photography rather than enhanced. It doesn't seem engaging like so many Apple Store displays have been.

 

[NachoGrande]

No Sales... Many returns = desperation...

 

[veempiire]

Apple today launched a new Apple Watch advertising effort in London, decorating the 24 windows of the Selfridges department store with a massive floral installation. Each window has flowers that were inspired by the flowers that can be found within the "Motion" face on the Apple Watch.

Design magazine Wallpaper has shared photos and details on the installation, which uses 3D flowers created through a range of methods from resin casting to 3D printing. Each window also displays an Apple Watch with a watch face that matches the flowers.

Image via Wallpaper​

There are eight different flower variations decorating the windows, each of which was scaled, sculpted, and hand-painted by artists, a process Wallpaper describes as "painstaking and meticulous as the original photography."

Earlier this year, Apple Human Interface Chief Alan Dye explained the effort that went into each of Apple's "Motion" watch faces. Apple shot all of the animated flower, butterfly, and jellyfish photos used in the watch face. For the flowers in particular, Apple shot photos as they bloomed, with one single flower taking 285 hours and more than 24,000 shots.

Image via Wallpaper​

For the window installation, artists created 24 large, 50 medium, 240 "small plus" and 5,525 small flowers, split across the aforementioned eight varieties. Paul Deneve, formerly the CEO of Yves Saint Laurent, had a hand in the window designs and gave a statement to Wallpaper.Apple's flower installation follows two other installations that have been used to decorate the Selfridges department store, including "Chromosphere," which displayed the Apple Watch in colored orbs of light, and "Butterflies," featuring a huge kaleidoscope of fluttering butterflies.

Image via Retail Design World​

Selfridges in London is the home of the iconic Wonder Room, a section of the department store that sells luxury jewelry and watches. The Apple Watch is sold from a pop-up shop located towards the entrance of the Wonder Room, with all models from Sport to Edition available for purchase.

Article Link: Apple Creates Massive Floral Window Installation at Selfridges to Promote Apple Watch

I want to design installations!

 

[coltman75]

Wow, I don't remember Apple advertising any other of their products as much as this watch. To me, it shows how half-baked this concept is and they are desperate to meet their sales goals.

Switzerland is definitely not in trouble, Mr. Ive!

Yeah, you're right. Apple's never advertised a product before. The watch is a failure and is doomed!

 

[neuropsychguy]

No Sales... Many returns = desperation...

I'd love to see data that supports your statement. Let's break it down anyway. No sales = zero sales. With zero sales people can't return anything because nothing was sold.

On the other hand, if there have been "many returns" (again, where's your data to support this statement) there were "many sales". So which is it, "no sales" or "many sales"?

I think those who are really desperate are those who want the Apple Watch to fail.

/No, I don't have an Apple Watch but I will consider a gen 2 or later model.

 

[Serban]

Wow, I don't remember Apple advertising any other of their products as much as this watch. To me, it shows how half-baked this concept is and they are desperate to meet their sales goals.

Switzerland is definitely not in trouble, Mr. Ive!

So switzerland sells more than apple watch?

 

[AngerDanger]

I wonder if nearby flower shops will see increased sales courtesy of Apple's efforts.

 

[Mactendo]

If Apple paid such attention and energy to software quality, design and user experience.

First picture above filled with yellow flowers could be a great iOS 9 wallpaper instead of ugly textures and objects on a totally black background.

 

[2457282]

If you go to the wallpaper link, they have another angle of the butterfly installation where they all form the Apple logo. VERY COOL.

 

[icanhazapple]

Has this product even shipped five million units yet?

 

[ArtOfWarfare]

Neat!

I look forward to future generations of Apple Watch. It's not a must-have right now, but this looks like an area to watch (no pun intended.)

 

[Enygmatic]

Wow, I don't remember Apple advertising any other of their products as much as this watch. To me, it shows how half-baked this concept is and they are desperate to meet their sales goals.

Switzerland is definitely not in trouble, Mr. Ive!

A beautiful advertising campaign, and of course it shows - to you - that the watch is a failure.

Good God, some of you are truly sad.

[Commentatus Foruminus] - the worst subset

 

[RickInHouston]

Quite beautiful.

Too bad they can't use some of the other billions to beautiful something other than themselves and their products.

Some kind of charity, perhaps?

 

[BruceEBonus]

This sales idea is such a crazy idea for a crazy product ... it ...just ...might....work!

 

[Serban]

Not even the first iphone or ipad sold over 5 millions and remember those are products between 500-1000$
With this we are talking about 350$-17000$ range

 

[peterh988]

Switzerland is definitely not in trouble, Mr. Ive!

Maybe not as a result of Apple Watch, but.......

http://news.sky.com/story/1538783/bad-times-for-swiss-watches-as-sales-slump

 

[DakotaGuy]

Well the good thing is they can just put these flowers back up again if the Watch flops and needs a funeral someday. (This is a joke so don't get too upset)