News • 21.06.2019

'Window Display Of The Year' Frame Awards 2019

Window installation featuring the Ura raincoat

Installation in an empty white store with rain coats hanging from the ceiling;...
The Ura window display: In the Basque language ‘Ura’ means water.
Source: Pablo Axpe

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 the product creating an immersive environment for customers. Partially hidden details, such as bespoke carbon fiber rod supports, have been designed in order to achieve 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.

'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.

Project Data

Floor area: 45 square meters

Location of project: Garibay 22, 20004 Donostia-San Sebastián.

Client: Loreak 

Creative Direction: Ion Ander Beloki

Production: Diana Gorostidi & Ana Sistiaga architects

Source: JA! Studio

related articles:

popular articles:

Thumbnail-Photo: Let it shine: Tips for Christmas decorations, part 3...
16.11.2023   #LED lighting #lights

Let it shine: Tips for Christmas decorations, part 3

Ambience for the shop window and the store

Light up the world! Luminous elements magically draw the eye to things and create a festive mood. If burning candles make you nervous, here are some other lighting ideas. ...

Thumbnail-Photo: Christmas tree alternatives: Christmas decorating tips, part 5...
16.11.2023   #shop decoration #seasonal business

Christmas tree alternatives: Christmas decorating tips, part 5

It doesn't always have to be the classic green evergreen!

In these parts, Christmas trees are the quintessential symbols of the Christmas season. They prompt children and adults to get into the Christmas spirit. Yet a live fir tree has two major disadvantages: it takes up a lot of space and drops its ...

Thumbnail-Photo: Colorful shop windows: Christmas decorating tips, part 1...
16.11.2023   #shop decoration #seasonal business

Colorful shop windows: Christmas decorating tips, part 1

From lilac to orange: something different for a change

Christmas is just around the corner. Gingerbread houses greet you in every supermarket and the early birds already wonder about the gifts they should buy. It’s high time to inspire potential shoppers to start buying Christmas gifts. ...

Thumbnail-Photo: Christmas gnomes on the loose: Christmas decorating tips, part 7...
16.11.2023   #shop decoration #seasonal business

Christmas gnomes on the loose: Christmas decorating tips, part 7

Playful: Ways to delight children - and adults alike

The Christmas season can be stressful for adults. Planning ahead for the holidays, getting ready for family visits, buying gifts and getting your house sparkling clean for your guests – all of this leaves little room for festive joy and ...

Thumbnail-Photo: Faux rust effect: Christmas decorating tips, part 6...
16.11.2023   #shop decoration #seasonal business

Faux rust effect: Christmas decorating tips, part 6

Make your customers feel cozy - just like in front of the fireplace

What looks good in the living room can also set the scene in a store, right? Accessories with a stainless steel look are very trendy at the moment. Metal is given a rust effect for this. ...

Thumbnail-Photo: Back to nature: Christmas decorating tips, part 2...
16.11.2023   #shop decoration #seasonal business

Back to nature: Christmas decorating tips, part 2

It doesn't always have to be bought, you can also make it yourself

A wooden Christmas tree is unquestionably a classic among Christmas decorations. You can make your own beautiful and interesting decorative elements using some basic woodworking skills. ...

Thumbnail-Photo: A story of ice and snow: Christmas decorating tips, part 4...
16.11.2023   #shop decoration #seasonal business

A story of ice and snow: Christmas decorating tips, part 4

Creating winter wonderlands and delighting customers

Though the temperatures outside might not always reflect it, in these parts, winter puts us in the Christmas spirit. This makes white decorations and decorative artificial snow perfect tools to set the scene. A winter landscape with snow-covered ...