‘Digital Falls’ at Selfridges 4+

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Taking over the central escalator atrium at Selfridges London this September, ‘Digital Falls’ is an augmented reality artwork by digital artist Jon Emmony. Much like the internet, the artwork exists as an invisible ghost unless activated by a phone or tablet device. ‘Digital Falls' will reimagine the five-storey atrium space as a column of water, filled with bioluminescent sea creature-like sculptures, pulsing with excited electrical signals that visualise the digital conversations and ideas that exist around us all the time.

How to experience ‘Digital Falls’

1)Download

To download the app, please connect to Wi-Fi. If in Selfridges, you can use the ‘Selfridges’ Wi-Fi network. Once downloaded, you do not need to be connected to Wi-Fi to experience the artwork.

2)Visit

This experience can be enjoyed at the central atrium in Selfridges London only. See you there!

3)Explore

Reveal ‘Digital Falls’ by opening the app and scanning the atrium environment from any level in store. Find different views and perspectives as you explore this extraordinary art work.‘

Digital Falls’ is part of The New Order campaign at Selfridges – to find out more, please visit www.selfridges.com/neworder