![]() I take everyday objects and create new meanings for them, I want the shoppers to stop and think and that is maybe why my work is successful.β¨ I believe that my windows are about more than just about the product. What do you think makes your shop installations special, or in other words a success?β¨ Seldom mixed together, I mean that I use different levels for each, creating an interaction.β¨ Yes, these two disciplines are always present in my installations. Do you use these two elements in your concepts? Do you like this kind of mix and match? You have a graphic design and also sculpture background. A Stark row of crutches accentuated with a like number of elasticized black cords. Synthetic paint with different finishes, cardboard, shellacked wood or vinyl are some of the materials to be taken into account when performing a display. The items used in displays range from digital productions, waste material, daily utensils to specifically designed items tailored made for a job. That’s why most of the windows also have dual, night and day, lighting system. Sockets and rails on the ceiling are usually used in order to give the chance to create different atmospheres. The setting consists of a diaphanous space (white, in most cases) that covers an area of 6x 9.50 sq (m2). Once done the window dresser makes up the ideas and the window design is set. There is no better word to describe the aim of the conceptual windows in San Sebastian, Madrid, Barcelona and that is: provoke! The marketing department meets every semester to develop series of displays and determine on a product on which to focus each month. Ja! studio has been creating shop windows for the clothing company Loreak Mendian under the concept of transmitting the essence of the Brand through smalll installations on a monthly basis. A conceptual window display, showing the company’s denim jeans on a tennis table, for the Spring-Summer ‘09 collection of Loreak Mendian Currently he lives in London and works for different companies producing installation-oriented works. His work, influenced by contemporary visual culture and an esthetic imprint with roots in his Basque origins, is dotted with commercial contradictions being nonetheless very effective. Ion Ander Beloki -ja- (Tolosa, 1970), started his professional career as a window dresser in Barcelona after completing his training in graphic design and sculpture. When was the last time you were thrilled by a shop window display? Did you ever catch yourself looking at a store’s window rather than the product itself? Have you ever been left speechless just right before you enter a shop? Next time you pass by a shop window display take a closer look and if you are lucky enough you may be in front of a ja! studio’s concept. Guest Contribution by Pascal Panagiotidis Dinamic display, a chaos of sticks, shoes, string and trumpeting elephants.
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