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How the designers of Apple have transformed the London hotel for Christmas

Christmas is coming…

A lot of lights and bright illuminations are everywhere – in the streets, in the parks and squares, on the shop windows and at the big department stores. Christmas trees are already installed at the central squares throughout the country. The hotels are also ready to elevate the mood of their guests, by creating and maintaining a festive atmosphere with the help of extraordinary installations. So, the legendary Claridge hotel in London’s Mayfair district is very famous this year for its inventive approach to the Christmas decoration on its interior and facade.

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This year, the hotel decided to surprise the guests with an installation that presents a blend of natural themes and modern technologies.

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This magical forest was created by a couple of the most influential designers in the world – Marc Newson and Sir Jony Ive, who are representatives of the well known company Apple. They also collaborated with the British set designer Michael Howells and the result of their joint work can be seen now by the hotel’s visitors.

This wonderful effect is created with the help of light boxes installed in the lobby, which project black and white photographic images of snow-covered silver birch trees. Beneath a canopy of natural green pine, models of both natural and photographed birch and fir trees are interspersed with Scottish pines.

The light becomes brighter or weaker during the whole day, which mimics the natural day-night alternation.

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“There are few things more pure and beautiful than nature, so that was our starting point, layering various iterations of organic forms with technology.” – the designers declared, when describing their work.

“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.”

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For a period of seven years, the London hotel has invited influential guests who have offered their vision of the Christmas tree design. In the previous years, the Christmas tree at Claridge’s was decorated by the creative representatives of such well-known brands as Burberry, Dolce & Gabbana, and Dior.

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