Window Installation featuring the Ura raincoat. In the Basque language ‘Ura’ means water. ‘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.
▼如同是杂志排版一样的橱窗，display window allows passersby to gain editorial insight into the apparel © Pablo Axpe
▼14件悬挂着的防水雨衣巧妙布置在商店的天花板上，如同天空落下的水滴，fourteen waterproof raincoats are suspended from metallic structures, strategically placed on the ceiling of the store simulating drops of water © Pablo Axpe
▼专门定制的碳纤维条支撑着借助悬挂系统上钥匙扣进行编号的雨衣，整个装置看起来像是一条生产线，bespoke carbon fiber rod supports have 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 © 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 inmersive 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.
▼碳纤维支撑体系和编号钥匙扣细节，detail of the carbon fiber rod supports and numbered keychain © Pablo Axpe
Floor area: 45 m²
Location of project: Garibay 22, 20004 Donostia-San Sebastián.
Completed: October 2017
Creative Direction: Ion Ander Beloki
Production: Diana Gorostidi & Ana Sistiaga architects
Photographer: Pablo Axpe