Emerging London-based practice NEON has unwrapped this fan-powered window installation at Topshop’s flagship store in Oxford Circus
Entitled ‘Bloom’, the moving installation is made of 159 individual petals which rise and fall in response to computer-sequenced pulses from fans positioned below.
The effect of the installation changing colour is created as the petals rotate in the wind created beneath.
The commission is the practice’s second installation for Topshop. They originally carried out work for the high street brand as part of the RIBA’s Regent Street Windows project.
The architect’s view
‘NEON was commissioned by Topshop to produce an installation to tie in with the store’s nationwide festive theme of cherry blossom. The graceful movement of the piece is achieved using a counterbalance weight integrated into each petal which when pulsed with air from below causes a rotational movement around a precisely defined pivot. Bloom aims to mimic the organic movement of blossom in the wind, appearing like a living, breathing element in the shop window.
‘Various sequences have been choreographed to provide a constant source of surprise for onlookers, creating the desire to linger and cutting through the Christmas clutter as retailers aggressively compete for shoppers’ attention.’