As part of its promotion for the Lumia 930, Microsoft has teamed with Carphone Warehouse and artist Caleb Charland to create a display that wirelessly charges the phone using apples and potatoes.
The installation, outside the Westfield shopping centre in Shepherd's Bush, features a 20ft wide, 8ft high display of 800 fruits and vegetables that acts as an organic charger for the phone. The piece, titled 'Back to Light', is inspired by school science projects were an electrical current is generated using a potato.
"Following the success of our lightning experiment that took place in 2013, we were keen to explore another way that we could harness natural energy and charge the brand new Lumia 930 device," said Thomas Messett, head of digital marketing and advocacy for Europe at Microsoft Devices. "We have an obligation to ensure we are always looking for new energy-efficient ways to improve the performance of our products and we're proud to have done that with wireless charging on the Lumia 930 and some of our other Lumia products."
"I am so proud to be part of this great charging project," said artist and science enthusiast Charland. "The utter simplicity of this electrical phenomenon has endlessly fascinated me. Many people have had the experience of drawing power from fruit in the classroom, and it never ceases to inspire the imagination of all ages.
"I have never worked with anything on this scale before, and it was a challenge. By creating this large organic charger to power a Lumia 930 device, this work speaks to a common curiousity we all have for how the world works, as well as a global concern for the future of Earth's energy sources."