For the release of the Apple Watch, Apple opened a pop up shop in Selfridges, one of the most well known department stores in the world. They secured a lower corner of this famous London building, allowing them access to four street facing windows that wrapped around the sidewalk, visible from all directions. The creative was centered around a swarm of butterflies, highlighting one of the icons of the new watch. Over 3500 chrome dipped aluminum forms were individually hung at specific heights to create this whimsical movement. The swarm gathered in the final window to create the Apple logo, but only when viewed from a particular vantage point.