# Shoppers as Bees ‘The Apifera' Display Attracts Spenders to Selfridges in London By Elsa Blaine | Published 2008-12-14 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/bee-attracting-window-displays-the-apifera-for-selfridges-in-london References: [yatzer](http://www.yatzer.com/1401_the_apifera_window_installation_by_matthew_plummer_fernandez) & [plummerfernandez](http://www.plummerfernandez.com/) The Apifera [window display](https://www.trendhunter.com/trends/globus-basel) was created by Matthew Plummer Fernandez for the [Selfridges](https://www.trendhunter.com/trends/the-joke-shop) department store in London, England. The title given to the project is the Latin name given to flowers that are particularly good at [attracting bees](https://www.trendhunter.com/trends/birks-for-bees), such as the Ophrys apifera or Bee Orchid. The idea behind it was that shoppers are like bees and the store window is the flower that draws them in. Not a bad parallel. The Selfridges window was on display until the end of October 2008. I hope it was kept intact to be placed in a gallery somewhere. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 23% | Activity: 9% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) ## Key Themes ### Key Themes Behind This Trend - **Interactive Window Displays:** Disruptive innovation opportunity: Creating engaging window displays that attract and captivate shoppers, turning store windows into interactive experiences. - **Consumer-driven Retail Experiences:** Disruptive innovation opportunity: Shifting the focus of retail spaces towards creating immersive experiences that appeal to shoppers' interests and preferences. - **Nature-inspired Marketing Strategies:** Disruptive innovation opportunity: Utilizing natural elements and concepts, such as bees and flowers, to create unique and memorable marketing campaigns that resonate with customers. ### Where This Applies - **Retail Visual Merchandising:** Disruptive innovation opportunity: Embracing technology and creativity to reinvent traditional visual merchandising techniques, transforming store windows into captivating advertising platforms. - **Experiential Retail:** Disruptive innovation opportunity: Integrating technology, design, and sensory elements to create immersive retail experiences that go beyond traditional shopping and engage all the senses. - **Marketing and Advertising:** Disruptive innovation opportunity: Exploring unconventional marketing strategies that draw inspiration from nature and leverage sensory experiences to capture and retain customers' attention. ## Related on Trend Hunter - [Hybrid Gallery Shops](https://www.trendhunter.com/trends/apoc-london.md) - [Anniversary-Celebrating Pop-Up Stores](https://www.trendhunter.com/trends/bodyscape-installation.md) - [Brazil-Inspired Charming Retail Spaces](https://www.trendhunter.com/trends/farm-rio.md) - [Dynamic Organic Store Displays](https://www.trendhunter.com/trends/la-manso.md) - [Personalized Embroidery Pop-Ups](https://www.trendhunter.com/trends/botanical-atelier.md) - [Futuristic Retail Kinetic Displays](https://www.trendhunter.com/trends/retail-kinetic-display.md) - [Honeybee-Themed Fragrance Packaging](https://www.trendhunter.com/trends/alvari-collection.md) - [Playful Retail Pop-Up Installations](https://www.trendhunter.com/trends/the-joke-shop.md) - [Surrealist Pop-Up Installations](https://www.trendhunter.com/trends/surrealist-popup.md)