In 2016, the prestigious Mayfair spot was home to a tree designed by Apple Chief Design Officer Jony Ive and fellow Apple creative Marc Newson. Described as “an immersive experience that plays with the relationship between nature and technology, tradition and the future and between three dimensions and two”, this year’s installation is not so much a singular tree than it is a veritable forest. And a magical one at that.
Light boxes bring to life photographic woodland scenes of frosted silver birches, whilst cast Scots pine models mark the display’s four corners. Underfoot, a carpet of pure white floors the space and overhead hangs a lush canopy of green pine. The most captivating element of all, however, is a young, three-foot-tall sapling – “a [symbol] of the future”.
“There are few things more pure and beautiful than nature, so that was our starting point, layering various iterations of organic forms with technology,” Jony and Marc have 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.”