For the much anticipated release of the Apple Watch, our team worked with Apple to design and build an installation which occupied four windows in the iconic Selfridges department store on Oxford St. in London. Inspired by a popular Apple Watch wallpaper, we suspended 3,000 polished aluminum butterflies and programmed over 250,000 LED lights, to represent a moving swarm of butterflies that lead visitors from one window to the next. Upon arriving at the last and largest window of this Apple pop-up shop, visitors would discover that at just the right angle, this swarm of butterflies revealed the Apple logo.
Check out the video here.