Apple commissions manmade floral art to promote Apple Watch at London's Selfridges
Roger Fingas
A new marketing installation commissioned by Apple is filling all 24 windows of London's Selfridges department store with manmade flowers, each matched to the faces of the Apple Watch.
The flowers measure anywhere from several inches to several feet in height, and were hand-sculpted and painted by artists, according to design magazine Wallpaper. As source imagery a group of blooming flowers were photographed over many hours using stop-motion techniques.
Larger flowers were made out of cast resin, while smaller ones were created using 3D printing.
A different configuration of Apple Watch sits at the center of each window, with its wallpaper set to match the flowers behind it. All three Watch lines are represented.
Selfridges has featured elaborate windows displays since 1909, but Apple is reportedly the first company to have a single product take over every window. It has also had two previous Watch installations at the store, "Butterflies" and "Chromosphere."
Selfridges was one of a few retail locations to host the Apple Watch when it launched in late April, joined only by a handful of luxury vendors scattered around the world. Even Apple's own retail stores didn't carry the product until June, forcing most shoppers to buy online.
Andrew Orr
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12 Comments
That's pretty classy! Those are very large windows. More images http://www.wallpaper.com/design/in-bloom-apple-stages-a-floral-takeover-of-selfridges-windows/9480#126236
That's pretty classy! Those are very large windows.
More images http://www.wallpaper.com/design/in-bloom-apple-stages-a-floral-takeover-of-selfridges-windows/9480#126236
Thank you. The article image is terrible. Your link helps.
[quote name="paxman" url="/t/187813/apple-commissions-manmade-floral-art-to-promote-apple-watch-at-londons-selfridges#post_2764105"]That's pretty classy! Those are very large windows.[/quote] 1) They are, even the one where they literally think outside the box to create a three-dimensional effect (below), which can very easily come across as gaudy or just outright fail. The image below appeared as a thumbnail when I posted it in Slack, but it's coming up on the Wallpaper site. The article says Apple took over all 24 windows but it doesn't look like they have covered all of them in the images no matter how you define [I]window[/I]. [IMG ALT=""]http://forums.appleinsider.com/content/type/61/id/61980/width/500/height/1000[/IMG] 2) I question how well the cost for these creative and beautiful displays will result in new Apple Watch sales. Anyone have any insights into this kind of marketing with CE?
Very impressive. ????
Most likely this will really work. Selfridges was founded by an American who had amazing ideas and which he transferred to London which finally captured the hearts of Londoners. Jeremy Piven now stars on American TV sets (and in DVDs) and gives us American entrepreneurs ideas of how to honestly capture the hearts and minds of shoppers by making it clear it IS about the customer as Apple knows.