Apple Watch’s Floral Takeover of Selfridges


Apple Watch has taken over all 24 of Selfridges Oxford Street London‘s world famous windows with a fantastic flower display – the first occasion in the store’s 100 year history that every window has been dedicated to the same product.

The striking installation is made from over 6,000 flowers ranging from 200mm to 1.8m in height, all inspired by the flower themed interfaces available on the Apple Watch.


The latest instalment follows on from two previous displays, ‘Butterflies’ and ‘Chromosphere’, both produced to mark the opening of Apple’s store-within-a-store concept which launched at Selfridges London Wonder Room in April.


The window displays showcase a range of different flowers including poppies, peonies and chrysanthemums. Every flower has been hand-crafted by artists and produced in a variety of mediums such as perspex, resin and 3D printing.


Creative director Linda Hewson says: “We are delighted to have worked with Apple on this exclusive and exciting window scheme… 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 installation will  be in display in the windows of Selfridges Oxford Street London for the next six weeks.


USP: Innovative visual merchandising creates high impact consumer engagement and provides colour and material inspiration.