‘Ura’ Window display, Gipuzkoa

Designed by: Ion Ander Beloki / ja! studio
For client: Loreak Floor area: 45.00 M² Year of completion: 2017
Submitted for: Window Display of the Year


Public Score
5.68
5.80 Function
5.62 Innovation
5.62 Creativity
Ja Studio Ura 08
© Pablo Axpe

Window installation extended mainview.

About the Project

Fourteen waterproof raincoats are suspended from seven bicompartmental metallic structures strategically placed on the ceiling of the store simulating drops of water. The shoppers’ attention is therefore drawn directly upwards to a product in stark contrast with the void of the wall niche on the left-hand side of the store. Partially hidden details, such as bespoke carbon fiber rod supports, have been designed in order to achive an optimal shape for each jacket which are numbered correlatively by a keychain attached to the hanging system giving the installation the appearance of a production line.

This window installation is the second part of a series of two window displays with the shared fundamental concept of a singular metallic structure and its occupation of a common space. Each installation, Ura & Aperture (also submitted), has its own particular lighting arrangement and works independently, featuring distinct methods of visual communication. The display eliminates superfluous elements and only utilises those which epitomise the concept.

What’s unique about it

'Ura' considers the relationship between the individual and consumerism through the use of a dynamic interplay between structure and product. The social interaction between groups / individuals and material objects is changing and, as such, it is important to create shopping experiences that attract and draw in potential shoppers. Aside from the concept and the design of an unusual metallic structure, one of the most interesting aspects of this window installation is its occupation of an unconventional location, suspended above eye-level from the ceiling. Whilst this is not the most commercial location in which to display a product it is, along with the use of lighting, the key element of the project, drawing and focusing the attention of shoppers on the product. Indirect lighting is used in order to avoid awkward shadows and provides the installation with an ethereal atmosphere. A clean typography frames the window for passersby to gain editorial insight into the apparel.

Ja Studio Ura 06
© Pablo Axpe

Jacket numbering system detail.

Ja Studio Ura 07
© Pablo Axpe

Bicompartmental metallic structure.

Ja Studio Ura 05
© Pablo Axpe

Jacket production line detail.

Ja Studio Ura 04
© Pablo Axpe

Carbon fiber rod supports detail.

Ja Studio Ura 03
© Pablo Axpe

Window installation ceiling detail.

Ja Studio Ura 02
© Pablo Axpe

Window installation storefront view.

Ja Studio Ura 01
© Pablo Axpe

Window installation mainview.

Location of project:
Credits:
ja! studio

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