Since last seven years, Claridge’s has been inviting celebrity guests to reinterpret the Christmas tree in their own distinctive style. While last year Burberry’s Christopher Bailey dressed up their festive tree, for Christmas 2016, Claridge’s lobby is home to much more than a Christmas Tree. Sir Jony Ive and Marc Newson have teamed up with renowned British set designer Michael Howells, to put up an immersive festive installation. The revolving doors of this 5-star hotel in Mayfair ushers visitors in a magical, snow-covered forest this holiday season. Designed by Sir Jony Ive, Chief Design Officer at Apple, and Marc Newson, one of the world’s most influential industrial designers, the seasonal landmark installation features four-metre 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 cast models of Scots pine, layered with both natural and photographed silver birch and fir trees, reaching to a canopy of natural green pine.
Speaking about the tree, without any lights, the designers qoute, “There are few things more pure and beautiful than nature, so that was our starting point, layering various iterations of organic forms with technology. 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.”Luring visitors and Londoners to admire its magnificent design, the unveiling of Claridge’s Christmas Tree symbolizes the kickstart of the festive season in the capital.