An AR artwork by Jon Emmony

‘Digital Falls’ is an augmented reality artwork by Digital Artist Jon Emmony. To experience the artwork, download the Digital Falls app on App Store or Google Play, and visit Selfridges London from 2 to 30 September.

Download the app here:

iPhone               Android


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.

How to experience Digital Falls

1) Download 

To download the app, please connect to Wi-Fi. If you’re in Selfridges, you can use the ‘Selfridges’ Wi-Fi network. Once downloaded, you don’t need to be connected to Wi-Fi to experience the artwork. Download here on App Store or Google Play.

2) Visit

This experience can be enjoyed at the central atrium in Selfridges London only between 2 and 30 September. See you there!

3) Explore & share

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 artwork, and share a photo or video on social media via the app.

Digital Falls is part of Selfridges’ latest campaign The New Order, which explores the future of fashion and retail through the medium of digital art.