Matthew Plummer Fernandez was kindly offered a chance to create a window installation for Selfridges' famous shop window in London. As Matthew began conceptualizing, he noticed that shop windows had similar functions as flowers. That's when he came up with the name, Apifera, a botanical term given to flowers that are specialized in attracting bees. With this in mind he adopted design traits from flowers to make the window as "dynamic and alive” as possible.
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