WAY-out-of-the-box, China by WAY Studio

The surprising warmth in winter

Project Specs


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Appreciation towards WAY Studio for providing the following description:

未/WAY Studio又与moody合作,续夏日的一抹“清凉”后,这次为大家带来了冬日一抹出其不意的“温暖”。

WAY Studio collaborates with moody once again this Christmas, this time, bringing surrealistic window installation crashing into the facade of Rockbund, Shanghai, enticing passers-by to immerse themselves within.

▼装置街景,street view of the installation ©i-Joyer摄影


Gigantic out-of-scale yarn balls materializes from within the storefront windows out towards you, is this dream or reality? Reminiscent of Earth or Space? One ponders as you traverse this pathway.

Rockbund redevelopment is a quiet scenic stroll just off of the main bund area towards the Peninsula Hotel, Shanghai. Lyceum Building, where the window display is located, was built in 1927 and is a mix of Eclecticism and new Classical architecture. With Lyceum Theatre as its original function, its recent renovation is an important anchor in the recent Rockbund redevelopment, hosting MEM Art Space as an extension of Rockbund Art Museum and other various arts and photography events.

▼装置外观,超大型的毛线球透过玻璃橱窗,与古建筑的墙体相得益彰,exterior view of the installation, gigantic out-of-scale yarn balls materialize from the storefront windows, complementing old walls ©i-Joyer摄影

努力地去实现看似不现实的展示,这一切都源于人本身,我们想要的永远多于目前有的。被掩盖在物质的表象下的挑战、欲望和冒险破茧而出,通过有形的形式与这个世界对话着。与moody圣诞盒一同展于球体内(中橱窗)的为经典摄影品牌宝丽来( 右橱窗)及加拿大本土咖啡品牌Tim Horton’s(左橱窗)。

▼橱窗内是一系列悬浮的毛线球,the Christmas window with floating balls of yarns ©i-Joyer摄影

We wanted to break through traditional Christmas window displays where products are displayed each brand on their own, one-sided towards viewers. Instead, we treated the space behind these three windows as one, even beyond the frames of the materialistic reality, creating these floating balls of yarns, hollowed out to host each brand’s Christmas products, while others seem to break right out-of-the-box into the everyday street.

In collaboration with moody, displayed center, and their “sensational” XMAS box, which presents for all five senses, is world-renowned vintage photography brand, Polaroid, with their latest onestep+, as well as local Canadian coffee brand, Tim Horton’s.

▼左橱窗属于加拿大本土咖啡品牌Tim Horton’s,挖空球体展示产品,the left Christmas window belongs to the local Canadian coffee brand, Tim Horton’s, hollowing out the floating balls of yarns to host Christmas products ©i-Joyer摄影

▼中橱窗内展示着moody圣诞盒,the “sensational” XMAS boxes of moody are displayed in the center Christmas window ©i-Joyer摄影

▼右橱窗属于经典摄影品牌宝丽来,the right Christmas window belongs to the world-renowned vintage photography brand, Polaroid ©i-Joyer摄影

▼装置平面图,plan of the installation ©WAY Studio

▼装置立面图,elevation of the installation ©WAY Studi

Window installation is located at Rockbund, Shanghai, and will be displayed until 15th January, 2020.

材料商 :高密度泡沫(哈哈雕塑团队)、毛线(外贸生活)
moody,宝丽来, Tim Horton’s

Function: XMAS Window Installation
Client: moody
Location: Rockbund, Shanghai, P.R.China
Area: 48.3 sqm.
Height: 3.3 m+
Design Team: Zheng Tao, Fernie Lai, Alan Hung, Li XuDong, He JingYang
Lighting Design: J Studio
Photography: i-Joyer Photography
Contractor: Shanghai He Cheng Contracting Ltd.
Supplier: High Density Foam (HAHA Sculpture Team), Yarn (ZZHome)
Brand Sponsors: moody, Polaroid, Tim Horton’s (displayed within window, and in alphabetical order)
Lighting Sponsor: Philips, S&M

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