Claridges, the most iconic 5 star hotel in London’s Mayfair, back in October commissioned Apple’s Chief Design Officer Jony Ive and his colleague Marc Newson to come up with an immersive festive installation. Saturday, Claridges showed off results of Ive and Newson’s work, reports Wallpaper.com.
Stepping through Claridge’s revolving doors brings you into an immersive festive installation that features a magical, snow-covered forest. Four-metre high light boxes glow with black and white photographic images of snow covered silver birch trees, set on a pure white floor. Against this backdrop, rise cast models of Scots pine, layered with both natural and photographed silver birch and fir trees, reaching to a canopy of natural green pine.
Ive and Newson explain how their festive installation for Claridges explores the relationship between nature and technology:
Our aim was to create an all-enveloping magical experience that celebrates our enormous respect for tradition while recognizing our excitement about the future and things to come. There are few things more pure and beautiful than nature, so that was our starting point, layering various iterations of organic forms with technology.
The unveiling of the Claridge’s Christmas tree has traditionally heralded the start of London’s festive season. Be sure to check out Claridge’s past Christmas tree collaborations here.
