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

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.

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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.

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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.

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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.

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Top Rated Comments

YegorH Avatar
115 months ago
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!
Score: 29 Votes (Like | Disagree)
2457282 Avatar
115 months ago
If you go to the wallpaper link, they have another angle of the butterfly installation where they all form the Apple logo. VERY COOL.

Attachment Image
Score: 22 Votes (Like | Disagree)
Menopause Avatar
115 months ago
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!
Score: 16 Votes (Like | Disagree)
Enygmatic Avatar
115 months ago
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
Score: 15 Votes (Like | Disagree)
neuropsychguy Avatar
115 months ago
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.
Score: 14 Votes (Like | Disagree)
ob81 Avatar
115 months ago
Can't see the product.
Score: 13 Votes (Like | Disagree)