Digital Falls: An AR Artwork By Jon Emmony

About Digital Falls

We are all swimming in an ocean of data. Much like the internet, the artwork exists as an invisible ghost unless activated by a phone or tablet device. 

Digital Falls reimagines the five-storey atrium space at Selfridges London as a column of water, filled with bioluminescent sea creature-like sculptures, pulsing with electrical signals that visualise the digital conversations and ideas that surround us day-to-day.

The artwork encourages exploration and discovery, taking the user on a physical tour as different levels of the atrium provide different views and perspectives. “The more intimate pieces on the lower ground floor enable visitors to have a very one-on-one experience with the artwork, while the gigantic pieces higher in the atrium emphasise the grand scale of the architecture that the artwork is designed for,” explains Jon Emmony.