Apple design chief Jony Ive has redesigned the Christmas tree.
The luxury London hotel Claridge’s over the weekend unveiled its 2016 Christmas tree, designed by Ive and his good friend and Apple’s (AAPL) special projects designer Marc Newson. According to the hotel, Ive and Newson were inspired by “nature and technology, tradition and the future,” and created a “magical forest” to represent the Christmas tree. The display, which sits in the Claridge’s lobby, includes light boxes with black-and-white images of snow-covered silver birch trees, cast models of Scots pine, fir trees, and a “canopy of natural green pine.” It also features a three-foot-tall tree inside the forest to symbolize 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,” Ive and Newson said in a joint statement. “Our aim was to create an all-enveloping magical experience that celebrates our enormous respect for tradition while recognizing our excitement about the future and things to come.”
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The display is a major departure from Christmas trees designed for Claridge’s in years past. While all of the designers Claridge’s has enlisted over the years have employed their own interpretation of the tree, they’ve largely just created a tree. Last year, for instance, luxury fashion designer Christopher Bailey designed a tree decorated with more than 100 gold umbrellas.
Ive and Newson created a forest of trees.
Claridge’s earlier this month announced plans to enlist the help of Ive and Newson for its annual Christmas tree. They said at the time that the duo would “reinterpret the tree in their own distinctive style.” Neither Ive nor Newson would say what they had planned.
The reimagined Christmas tree comes on the heels of Ive last week celebrating the release of a new design book from Apple. The book, titled Designed by Apple in California, is essentially a picture book, detailing the company’s design concepts between 1998 and 2015. Ive called the book a design “archive,” and said Apple had a “responsibility” to designers around the world to publish the book.
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Ive and Newson’s Claridge’s Christmas tree is on display now in the hotel’s lobby. It’s the seventh time the Christmas tree has been redesigned at Claridge’s.
