Selfridge Butterflies

Client

Apple

About

This window display at the iconic Selfridges Department Store celebrated the launch of the new Apple Watch. Nearly three-thousand laser-cut aluminum butterflies swarm through an array of 250,000 programmed LED lights The dynamic light spectacle leads consumers along the display, culminating in front of three Apple Watches with the reveal of the brand logo in the butterfly swarm—an artistic technique known as anamorphic projection. Using parametric design software, we were able to populate the Apple logo with various amounts of butterflies at multiple sizes. This technique made it possible to go through multiple client revisions easily, despite the vast quantity of designed objects. The parametric workflow also increased the efficiency of production by creating extensive cut lists and ultimately directing final installation.

Type

Commercial, Design Development, Production Drawings, Fabrication, Installation