Matthew Plummer Fernandez

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Matthew Plummer Fernandez was asked to create shop windows installations for Selfridges store in London. In this project he was using an analogy of the shop as plants, costumers as bees and shop windows - flowers. So the actual target was to attract the bees. He was inspired by the science of the attraction, as flowers have. The complex of fractal geometry is reacting and changing its breathing frequency depending on the daytime and people passing by.

I really like this idea of making something non-living alive. He has called this unusual shop window installation - Apifera. This is a botanical term, which is used to call the type of flowers specializing in attracting bees. I think this is a very inspirational piece of work, as it is something extraordinary and unusual in ordinary life.

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