London hotel create immersive “interpretation” of a Christmas tree

London hotel Claridge’s has created a high-tech Christmas tree in its lobby, designed by Sir Jonathan Ive, chief design officer of Apple, and industrial designer Marc Newson.

The Mayfair hotel describes the installation as a "magical, snow-covered forest" containing 4m-high light boxes that glow with black and white photographic images of snow covered silver birch trees, set on a pure white floor.

Against this backdrop, rise models of Scots pine, layered with both natural and photographed silver birch and fir trees, reaching to a canopy of natural green pine.

The two designers aimed to "layer iterations of organic forms with technology".

They said: "Our aim was to create an all-enveloping magical experience that celebrates our enormous respect for tradition while recognising our excitement about the future and things to come."

This is the seventh year that Claridge’s has invited a guest to reinterpret the tree in their own style; previous installations have been designed by Burberry, Dior and Dolce & Gabbana.

Images via Claridge’s

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