Apple today launched a rather large, yet localized advertising effort for the Apple Watch in London, taking over the 24 windows of Selfridges Department Store with 3D flower displays, each inspired by the flowers found in the “Motion” watchface on the Watch.
Adopting the smartwatch’s UI design, the installation is made from flowers ranging from 200mm to 1.8m in height, all featuring a unique configuration of the Apple Watch – including Apple Watch Sport, Apple Watch and Apple Watch Edition.
The installation makes use of 3D flowers, created from a variety of methods, including resin casting and 3D printing. Each window display also includes an Apple Watch, with a watch face that matches the window’s flower display.
Wallpaper notes the window installations required 24 large, 50 medium and 5,525 small flowers, plus 240 slightly larger ‘small-plus’ flowers, each created via different methods. The large and medium flowers were created from cast resin, while the smaller flowers were 3D printed.
“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,” Paul Deneve, Apple’s vice president of special projects told Wallpaper.
This is the first and only time that all 24 of Selfridges window displays have been dedicated to one product since the department store first launched its famous displays in 1909.