Swanky London hotel Claridge’s has unveiled its Jony Ive-designed 2016 Christmas tree, and Apple’s head of design has done pretty much what we all should have expected him to do with it.
It’s… erm… minimalist. Pseudointellectual modern art that longs to be studied. Some sort of statement, if you’re feeling particularly generous, that only rich people and bores with far too many opinions appear to understand.
It’s a bunch of bare fir trees lined up in a room, with woodland sounds playing from a speaker somewhere, reports Wallpaper in slightly breathier tones. There are also carefully positioned lights.
If nothing else, it gives hope to lazy, cash-strapped parents everywhere.
Ive worked on the project with fellow designer/old mucker Marc Newson, and this is what they had to say: “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. There are few things more pure and beautiful than nature, so that was our starting point, layering various iterations of organic forms with technology.”
You’ve got to hand it to them, that sounds much more impressive than “Shit, sorry, we completely forgot to order the decorations.”
I wonder if the person who sent this tweet knew they were giving quite a lot of the game away.
— Claridge’s (@ClaridgesHotel) November 18, 2016