We wanted the design of the Holiday windows to extend this message that the gift of an Apple device can enable and creates endless possibilities, thus creating many gifts within one.

Throughout the creative exercise we experimented with ways in which we could tell a story through material, content and lighting.

We experimented with two way mirrors to create a boundless effect with products as well as how panels of LED lights could contribute to this endless message of opportunities.

We evaluated content to find the right mix of apps, video and photography, all of which could be created or viewed on Apple devices.

The LED gift box are beautiful aluminum boxes suspended from the ceiling and contain 13,000+ LEDS which constantly animate across a range of colors and shapes. These boxes are designed with a few key features to create a truly delightful experience for the customer. The combination of an endless stream of LED lights paired with on device content, the use of two way mirrors and a mirror plate assembly, extend the endless LED light effect within the box and make the devices feel like they are "floating" in mid-air magically powered. Through a proprietary app, we carefully curated moments of syncing between the LED animation and the on device content to give the customer true moments of delight.

Through the design and execution, these Holiday LED boxes drew in customers for a magical experience as well as caused them to question how this works, all of which are representative of our constant goal to surprise and delight.