We already brought you the news that Apple’s Jony Ive and industrial designer Marc Newsome would be collaborating over the Christmas tree display at London’s Claridge’s Hotel. Now we’re bringing you your first look at the inventive display. The designer duo have turned the hotel lobby into a festive space with the addition of a small grove of trees that were devoid of the usual Christmas embellishments.
The installation consists of 12-foot tall light boxes that illuminate black-and-white images of birch trees, cast models of Scots pine trees are also part of the display and the small forest is covered by a canopy of natural green pine. In a statement, Ive and Newson said, “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.”
Unsurprisingly the designers stayed true to their minimal and industrial aesthetic. Perhaps, their installation is not as festive as Dior’s tree is promising to be, but it’s certainly very chic and refined!