Apple designers have transformed a London hotel for Christmas
The legendary Claridge's Hotel in London's Mayfair is famous for its very inventive approach to Christmas interior and facade decoration. This year, the hotel decided to surprise guests with an installation that mixes natural motifs and modern technologies.
This magical forest was invented by a couple of one of the most influential designers in the world — Mark Newson and Sir Joni Ive from Apple — in collaboration with British architect Michael Howells.
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The "forest" effect is obtained due to the fact that the light boxes installed in the lobby project black-and-white photo images of snow-covered birches. Under a canopy of natural green pine, artificial Scottish pines are interspersed with real and photographed birches and firs.
The light becomes brighter, then weaker, and a feeling of changing the time of day is created.
"Few things are as clean and beautiful as nature, so this has become our starting point — a combination of nature and technology. We tried to create an all—encompassing sense of magic, paying tribute to tradition and not ignoring the upcoming changes," the designers said about their work.
For the seventh year in a row, the London hotel invites influential guests who offer their vision of the design of a Christmas tree. In previous years, the Christmas tree at Claridge's was decorated by representatives of such well-known brands as Burberry, Dolce & Gabbana and Dior.