Apple Watch dominates all of Selfridges 24 windows


Apple Watch has taken over all 24 windows at Selfridges with a floral display inspired by the device’s software that will run for almost two months.

It is the first time in the department store’s history that a single product has featured in all of its windows at once.

Selfridges, on London’s Oxford Street, has offered the Apple Watch since launch through an Apple shop-in-shop opened for the occasion.


The current display takes inspiration from the Apple Watch’s eight Flower faces, expanding them to fill the grand space.

Windows have been filled with flowers ranging from 20cm to 1.8 metres in height, all featuring a unique configuration of the Apple Watch – including Apple Watch Sport, Apple Watch and Apple Watch Edition. The flowers have all been hand sculpted by artists and these were used to create a master tool.

The petals have been vacuum-formed from PETG while the central stamen details are cast resin. The smaller flowers are a direct 3D scans from these, scaled down and 3D printed.

Linda Hewson, creative director at Selfridges, said: “We are delighted to have worked with Apple on this exclusive and exciting window scheme. Collaborating with Apple on such a large scale creative project continues our well-established tradition of inviting outstanding designers with a unique point of view to curate displays within our stores.”

Selfridges was the first department store in the UK and one of the first in the world to use storytelling in window dressing in 1909.

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Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.


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