Apple's Ive and Newson unveil unadorned fir trees for Claridge's Christmas installation
Apple CDO Jony Ive and part time company collaborator Marc Newson on Saturday unveiled their awaited interpretation of Claridge's Christmas tree in London. The installation, which is quite literally a small grove of completely bare fir trees, once again proves the pair of industrial designers masters of the austere.
Source: Wallpaper
Clairdge's Christmas tree installation is something of a tradition in London, and for many marks the start of the holiday season. Every year the swanky hotel commissions a world-renowned designer to reimagine the festive arboreal symbol in their own style. Last year it was Christopher Bailey from Burberry, and before that Claridge's called on Dolce & Gabbana, Christian Dior, Dalian and others.
For 2016, Ive and Newson had their turn and delivered not one, but a thicket of unadorned fir trees, reports Wallpaper. Just as Apple's spartan device designs are supported and enhanced by powerful hardware and software, so are the trees augmented by a technologically advanced set design.
Ive and Newson collaborated with British set designer Michael Howells to create a winter wonderland. Large 12-foot tall light boxes light black-and-white images of birch trees, creating a sense of depth. Cast models of Scots pine intermingle and give way to a ceiling of natural green pine.
Strategically placed lighting choreographed to an acoustic showcase of forest sounds filters through the branches, cycling from sunrise to moon-filled night, as faux snow covers the floor and the odd tree stump.
"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," the pair said. "There are few things more pure and beautiful than nature, so that was our starting point, layering various iterations of organic forms with technology."
Set off among the grove of real, fake and imagined trees is a small sapling, bathed in pure light from above. The startling juxtaposition is intentional, the designers said, as the growing fir represents the future.
Source: Wallpaper
Clairdge's Christmas tree installation is something of a tradition in London, and for many marks the start of the holiday season. Every year the swanky hotel commissions a world-renowned designer to reimagine the festive arboreal symbol in their own style. Last year it was Christopher Bailey from Burberry, and before that Claridge's called on Dolce & Gabbana, Christian Dior, Dalian and others.
For 2016, Ive and Newson had their turn and delivered not one, but a thicket of unadorned fir trees, reports Wallpaper. Just as Apple's spartan device designs are supported and enhanced by powerful hardware and software, so are the trees augmented by a technologically advanced set design.
Ive and Newson collaborated with British set designer Michael Howells to create a winter wonderland. Large 12-foot tall light boxes light black-and-white images of birch trees, creating a sense of depth. Cast models of Scots pine intermingle and give way to a ceiling of natural green pine.
Strategically placed lighting choreographed to an acoustic showcase of forest sounds filters through the branches, cycling from sunrise to moon-filled night, as faux snow covers the floor and the odd tree stump.
"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," the pair said. "There are few things more pure and beautiful than nature, so that was our starting point, layering various iterations of organic forms with technology."
Set off among the grove of real, fake and imagined trees is a small sapling, bathed in pure light from above. The startling juxtaposition is intentional, the designers said, as the growing fir represents the future.
Comments
Without his creative partner in tech, Steve—it's clear that Apple is not enough to fulfill his discipline anymore.
There is nothing about that setup that makes me feel joyful. Complete fail by Ive. Ive is usually really good about tying function and design, but this just looks like some shallow attempt to produce something "chic."
But it I agree here.
Great design relates to the purpose. This does not.
Does it it look nice? Sure.
But it it's almost spooky. Not celebratory.
I'm a fan of this.
It's cold and desolate.
I cant say the tree stumps add any warmth.
Santa will be pissed.
Assuming, of course, that you accidentally forgot your '/sarcasm' tag. In which case, please accept my apologies.
I get the feeling that there is more to is than can be conveyed via the internet.
Perhaps these fabled Apple Augmeted Reality glasses would be a great way to let more people see and experience it?
I may get a chance to drop by in a week or so when I'm in that part of London.
With the drop in the $/£ (and better value for you Americans) why not pop over here for a bit of Christmas shopping and see for yourself eh?
One thing that has pleased me so far about this thread and that is there has so far been none the inevitable cries of
"Where's the new <insert Apple Product name here>? It has been soooooo long since it was updated"
To go the totaly unexpected and very bold way.
When compared to previous trees from other "designers", one can clearly see the difference between "first plan" decoration and art.
This is "installation" guys! Have you ever been to an art gallery? You have to experience it. To hear it, to see the change of lights and to feel it.
There is much more to it than just to look at a tree, say "well that looks nice", take a picture and resume shopping activities.
To call this "boring and uninspired", well, there is something rotten, sad and depraved with our perception of Christmas.
(sorry for my english)
Good of luck with that.