The Apifera

“Apifera” is a botanical term given to flowers that are specifically designed to attract bees
Here’s an interesting architecture-meets-horticulture analogy. If consumers are bees and shops are plants, then shop windows are the pretty flowers that aim to attract our attention and draw us in. At least that’s the thinking behind the latest installation to be unveiled at of London’s Selfridges. “The Apifera is a responsive window that takes inspiration from the science of attraction developed in flowers,” explains its designer Matthew Plummer-Fernandez, “hence the complex fractal geometry and the work’s ability to respond and change its breathing rate according to the daylight and passersby”…

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WRITER

Worthing

CREATIVE DESIGNER – BRAND

Maidenhead, Berkshire