For the first time in its 100-year history, British department store Selfridges has dedicated every single one of its 24 flagship store windows to one product: the Apple Watch.
Visitors to the Oxford Street store over the next two months will be met by a glorious multi-coloured floral display, inspired by the Flowers theme user interface available on the Apple Watch. The installation features 24 large, 50 medium and more than 5,000 small flowers—from poppies and chrysanthemums to dahlias and peonies—hand-sculpted by artists and reproduced using perspex, cast resin and 3D printing.
“We are delighted to have worked with Apple on this exclusive and exciting window scheme,” says Linda Hewson, creative director at Selfridges. “Collaborating with Apple on such a large scale creative project continues our well-established tradition of inviting outstanding designers with a unique point of view to curate displays within our stores.”
The Apple Watch went on sale in a shop-in-shop within the department store’s Wonder Room back in April. The floral window displays will run until 13 October.
Photos courtesy of Tristan Fewings/Getty Images