This holiday season at Outernet London, Maggie West will bring her winter dreamscape Frost to the UK in an ambitious new edition of the work created specifically for the scale of the Now Building. Expanding on the original exhibition, this new version retains the icy visual aesthetic and selected footage from the first presentation while dramatically widening the scope of the project with new flowers, landscapes, and immersive animated environments.
Designed for one of the world’s most technologically advanced public screens, the installation transforms Frost into an even more magical and expansive frozen world. Created through West’s custom process of photographing real flowers in bloom under sculpted light, the work continues her exploration of nature transformed into cinematic moving image environments without the use of AI or 3D animation.
A Snowstorm Of Flowers
Unlike traditional holiday visuals built from CGI or animated graphics, Frost creates an entirely original winter landscape using time lapse photography of real flowers in motion. Blossoms such as magnolias, chrysanthemums, almond flowers, and jade plants are photographed over hours and days as they bloom and shift under carefully sculpted blue and white light. Through West’s custom process, thousands of individual photographs are stitched together into moving frozen environments where petals unfold like snowfall and gardens appear to breathe and drift across the architecture of the space.
The result is a unique way of celebrating the winter holiday season that feels both magical and deeply organic. Rather than depicting winter through literal snow scenes or traditional decorations, Frost transforms living botanical material into an immersive dreamscape filled with motion, texture, and light. The work invites audiences into a poetic winter world created entirely from real natural phenomena, offering a contemporary seasonal experience that feels cinematic, transportive, and unlike any other holiday installation currently being shown at this scale.
A New Kind of Holiday Show
The Now Building ideal venue for Frost due to the enormous amount of pedestrian traffic moving through the area during the holiday season. Located in the heart of central London’s entertainment district, the space attracts both tourists and local visitors searching for memorable seasonal experiences. Frost offers something distinctly different from the traditional imagery often associated with holiday programming, replacing familiar decorations and nostalgic visuals with a surreal frozen botanical world built entirely from living flowers in motion.
That difference is precisely what makes the project so striking within the Outernet environment. Amid the noise and visual overload of holiday advertising and entertainment, Frost stands apart through its cinematic atmosphere, unusual subject matter, and immersive sense of scale. The work feels contemporary, artistic, and unexpected while still capturing the wonder and emotional warmth associated with the season. Its dreamlike winter landscapes are designed to stop audiences in their tracks, creating a large scale public artwork that feels both sophisticated and accessible to visitors of all ages.
Private Events
Beyond its role as a public artwork, Frost would also create an exceptional backdrop for private holiday events, luxury brand activations, and seasonal pop ups within the Outernet environment. The immersive frozen landscapes and cinematic lighting transform the venue into a fully realized atmosphere rather than a traditional event space, giving guests the feeling of stepping inside a living winter dreamscape. The scale of the visuals, combined with the movement of the flowers and drifting snowfall effects, creates a highly photogenic environment designed for both in person impact and social media visibility.
Floral Fantasy
With Frost, West and Outernet have the opportunity to build on their previous collaboration by creating one of the season’s most memorable public experiences in the heart of London. The combination of large scale immersive imagery, real botanical motion, and cinematic atmosphere creates an installation that can resonate with a wide range of audiences, from families and tourists to art audiences, luxury brands, and younger social media driven crowds. By presenting winter through an artistic and contemporary lens rather than a purely traditional one, Frost offers a fresh approach to holiday programming that feels magical, elevated, and uniquely suited to the scale and ambition of the Outernet platform.
Thanks for Reading!
Maggie@maggiewest.co