Some might say that it’s a bit too early to get the Christmas decorations up. And they would be right. However, I think we can forgive Claridge’s this year for their impressive Christmas tree installation
Claridge’s hasn’t gone for the standard Christmas tree for 2016. In fact, they have dedicated a whole room to their tree-inspired installation. Designed by Apple’s Jony Ive and industrial designer Marc Newson, the installation sits at the entrance to the hotel. The pair worked with set designer Michael Howells to create the magical experience.
While the hotel has replaced a tree with an interpretation of a tree, there are some real trees present.
Silver birches stand in artificial snow, while behind them lightboxes with images of snow-covered birches glow. Pine trees also add to the greenery and a young tree, just a metre-high stands on its own. This last one is intended to be “symbolic of the future“.
To enhance the forest feel, lights change through the day to simulate the sun and stars. The natural beauty of the trees mixes with the technology in the installation to represent excitement about the future.
Claridge’s has had their Christmas tree specially designed since 2009. Last year’s was a Burberry creation made from umbrellas – maybe a premonition that we should brace ourselves against things to come in 2016!
They have also had trees designed by Dolce & Gabbana and John Galliano.
Claridge’s is often one of the first hotels get their tree up. Others are sure to unveil theirs soon, including the Ace Hotel who are (correctly) waiting until December 1st. They’ll have a party to unveil their tree, with more festive events throughout December. Some other hotels have their tree up already too, such as the Corinthia Hotel London. When London hotels put up their trees, it’s a sure sign that Xmas is round the corner!
Photo credits: Claridge’s.