塆璬霃雦 - ja! studio

WindoW display design
塆
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WindoW display design
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PLEASE TELL US YOUR UNDERSTANDING AND IDEAS ON
THE MOST CRITICAL ELEMENTS YOU THINK IN WINDOW
DISPLAY DESIGN (SUCH AS THEMES, LIGHTING, COLOR,
SCENERY, TEXT, ETC.).
ION aNdeR
BelOkI
My approach begins through understanding the brief and the concept
of the project itself. I subsequently connect and visualize the idea with
materials, colours and textures. In some cases, I design and produce
from scratch, whilst with others I simply improvise by decontextualizing
daily objects, endowing them with new meaning. I find it enthusing
to experiment and create compositions, using materials and objects
from my daily life. I thrive on bringing the image to life and the final
picture is always fresh, with a special energy. My windows dispense with
superfluous elements and only take on those which best reflect the main
idea.
I consider lighting one of the most important aspects to take into
account when creating a window display. Through the effective
use of lighting, the colours, textures and different atmospheres can
be enhanced. My window displays are generally monocolour as it
emphasizes and focuses on the composition and the idea behind the
creation. To some extent, many of the colours chosen are representative
of those reflected in the product. I occasionally make a conscious
decision to incorporate colourful installations to reflect the mood of the
new season. This serves to cheer people up after a depressing winter
whilst encouraging them to think about the new collection.
Ion Ander Beloki began his career as a window dresser in
Barcelona following studies in graphic design and window
dressing. He then set up on his own, creating ja! studio and
collaborating with various companies, Loreak Mendian among
them, where he is allowed to develop more personal works. He
currently lives in London and his shop windows have been
reviewed in books and international specialized magazines, such
as Frame, Pasajes Diseño, Design 360º Magazine and Span.
霼㽠塆璬霃雦⚥䝠雩⚹剒Ⱒꝶ涸⯋稇靍靍䝠涸椚鍒ㄤ䟝岁嫱㥵⚺
His works, influenced by contemporary visual culture and the
곿ծ抧⯕ծ蒀䕙ծ䋒兞ծ俒㶶瘝瘝կ
aesthetic imprint of his Basque roots, combine various disciplines,
such as architecture and industrial design. With a direct and
䧮⠔➢椚鍒고湡劥魧涸銳宠ㄤ椚䙁䒓㨤ⱄ䪾䟝岁♸勞俱ծ蒀䕙ծ勞餘絕ざ饰勻
distinctive style, ja! decontextualizes daily objects, endowing them
⢪䟝岁〳錠⻊կ剣涸呩⢾僽䧮絠㽴腰实⴯⡲ⴀ勻涸罜剣涸ⴭ僽鸑鵂㼜傈䌢暟ㅷ
with new meaning: his compositions dispense with superfluous
䬄韌⻊餻✮㸐⟌倝ⰻ巑罜䖤ⴀ涸⽰Ⱓ⛓⡲կ䧮掚邪✵ⵄ欽傈䌢欰崞⚥涸勞俱ㄤ
elements and only employ those which best describe the ideas.
暟ㅷ勻㽂霚⴯鸣倝⡲ㅷ雮ぐ猫䠑韌吲吲㥵欰倝곽罜剣崞⸂կ䧮霃雦涸塆璬偽
The most characteristic features of his compositions are the
꨽㢴⡮⯋稇勻㛜獤罜僽➑➑ꅷ欽✫剒腊⿿僥⚺銳䙼䟝涸⯋稇կ
lighting and meticulous attention to detail and finish. In this way,
the final product accomplishes a unique style: some shop windows
㼆✵塆璬霃雦䧮雩⚹抧⯕僽䗳곢罌贊涸ꅾ銳⯋稇⛓♧㔔⚹抧⯕腊㢿捷䩯蒀䕙ծ
tell short stories, like "Bomb", which feature an ironic display of
餘䠭ㄤ孧㔵կ䧮霃雦涸塆璬鸑䌢僽⽀蒀靈涸腊瑲ⴀ⡲ㅷ劥魧⿺Ⱖ胜た涸霃雦椚
a glossy red bomb on a rotating platform to illustrate how, when
䙁կ➢厤猫玐䏞♳勻雷雽㢴蒀䕙涸鷥䭊鿪腊➿邍ㄤ⿿僥❡ㅷկ剣傞䧮⛲⠔剣
families gather during the holidays, it can lead to arguments.
䠑霋涸ⵖ⡲ⴀ㢴䕙涸鄳縨勻⿿僥䰃㷍倝䗱䞔雮⾓䫈✫侮⚡Ⱶ㷍涸➃⟌」䖤崞
Others recreate architectural structures starting from conventional
objects, for example, "Haddock light", a window display featuring
Haddock t-shirts supported by telescopic structural supports, metal
brackets and fluorescent orange elastic bands. And shop windows
like “Viking” are inspired by pieces by other artists, placing them
in a more commercial setting.
The objective of ja! is to create images that stop people in their
tracks, make them look, and amuse, intrigue and entice them.
This is accomplished with rigorous work and a technique that is
PLEASE EXPLAIN WHAT YOU FEEL WINDOW DISPLAY DESIGN MEANS
TO YOU. TO PROVIDE A BRIEF OVERVIEW TO ALLOW READERS WITH A
CLEARER UNDERSTANDING OF THE PROCESS.
distilled from many cultural and artistic influences.
I believe that window display design is about more than just selling a product. In my
case, I like to create images that stop people in their tracks, make them look, amuse,
intrigue and draw them in. The essence lies in creating a dialogue between the shop
and the customer, maintaining high standards and sustaining momentum month after
month. A window display should, above all, surprise passers by and entice them in.
霼靍靍➊⛎僽塆璬霃雦⚹✫倰⤑靀罏䪾䳣霼䝠絛㸐⨞⚡㣐嚋涸ⴔ碫կ
䧮雩⚹塆璬霃雦♶〫僽⚹✫⽁ⴀ❡ㅷկ䧮㋐妅㖈霃雦⚥⴯鸣♧猫䠑韌雮➃⟌끸駈錜劅妇㋐
❡欰Ⱓ馰欨荛满鶴կⰦ㹊餘僽雮㉁䏅♸곥㹐鵳遤㼆霢կ塆璬䎾⥂䭯넞叻ⲥ䎇嫦剢鵳遤刿佖勻⥂
䭯⸓⸂կ塆璬꣥霃剒ꅾ銳涸僽銳雮騟➃滚⵸♧❭エ䒸騟➃鵳Ⰶ㉁䏅կ
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WE CAN SEE THAT THE DESIGN ELEMENTS OF
WINDOW DISPLAY CHANGE EVERY YEAR. WHAT
ELEMENTS APPEAR MORE IN YOUR WORK THIS
YEAR? AND WHAT’S THE TREND IN DESIGN?
駟
饰勻罌贊餝✈倝ㅷկ
Design trends are constantly changing. To be honest, it
is not that they are ignored in my work but I always try to
offer something innovative and out of the box. Over the
past few years, I have become more and more passionate
about all types of structures. Illumination is used to bring a
strong effect, to play off the different depths of light and
shadow in the structure.
䧮⟌〳⟄溏ⵌ嫦䎃涸塆璬㾝爙⚥Ⱖ霃雦⯋稇鿪剣❈♶
ず涸」⻊կ➚䎃䝠涸⡲ㅷ⚥嫱鳅㢴ⴀ梡涸僽➊⛎⯋稇
劢勻涸霃雦饥ぢ僽
霃雦惐崨㖈♶倗」⻊կ霹㹊霢䧮涸⡲ㅷ䎇劢䙐錠惐崨⡎僽䧮
㨤絊岤ꅾ⴯倝կ㖈鵂⿡Ⳝ䎃ꅽ䧮㼆ぐ猫絕匬涸塆璬鿪⯎忘掚䞔կ
䧮雩⚹撑僈腊㟞䔂塆璬佪卓⚹塆璬㟞幑♶ず㽻妃涸抧⯕ㄤ꣊䕧կ
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WHAT’S YOUR FAVORITE WINDOW DISPLAY / WINDOW DISPLAY
DESIGNER EVER? AND WHY?
My references do not usually come from typical sources of window dressing,
rather they are inspired by the contemporary art world. If I had to mention
a company, I would choose Hermès as they always offer another point of
view and collaborate with innovative artists and designers.
䝠剒㋐妅涸塆璬 塆璬霃雦䋗僽㋐妅涸⾲㔔
䧮鸑䌢♶⠔⿬罌Ⱙ㘗塆璬鄳껑呩⢾罜僽➢䔲➿蒌助⚆歲⚥寪》抳䠭կ㥵卓溫銳⚿
⢾涸霢䧮⠔鷥䭊 )FSN§T㔔⚹㸐䚪僽♸⴯䠑蒌助㹻ㄤ霃雦䋗ざ⡲⟄倝곽涸錠
錭ッ梡ⴀ勻կ
WHAT IS THE SAYING YOU MOST WANT TO SHARE WITH THE
WINDOW DISPLAY DESIGNERS OR LOVERS?
The main enemy of creativity is good taste.
(Picasso)
꬗ぢ塆璬霃雦涸➢⚌罏 昶㥩罏⡹剒䟝ⴔ❧涸♧〣霢僽
葻㥩涸鳹霋⸂僽⴯鸣⸂涸껷銳佯➃կ嫳⸈程
AS IS KNOWN THAT WINDOWS CAN BE THE "SOUL AND EYES"
OF THE STOREFRONT, AND THEY ARE VERY CLOSE TO THE
BRAND'S VITALITY AND URBAN CULTURE. DO YOU AGREE ON
THIS STATEMENT? COULD YOU PLEASE TALK ABOUT YOUR
UNDERSTANDING?
Window displays are definitely a strong tool for companies to enhance
their identity and create shopping experiences for their customers. It is
inevitable that the messages displayed reflect real life. A global brand
must create windows with universal messages. However, an independent
shop with local products can play with native elements, which will be
closer to the potential customers. For instance, every fashion capital has its
own architecture and character and this affects the style of the window
displays (Leaving the superbrands to one side, as they implement the same
concept everywhere). New York, is a world showcase due to the scale
of its spaces and buildings as is Tokyo, where everyone wishes to have a
voice. Windows in Milan reflect the balance between the environment,
commercial spaces and the composition of the product, whilst those in
London are known for breaking the rules.
➃⟌霹塆璬僽䏅꬗涸抳뇹ㄤ滚漋ㄤㅷ晥涸欰ㄐ⸂ծ㙹䋑俒⻊稒
㺙絕ざ㖈♧饰կ䝠ず䠑鵯猫霹岁に霼霹霹䝠涸椚鍒
塆璬㾝爙僽ぐⰖ぀䲿넞魧⟧㟞䔂곥㹐餝暟⡤낉涸ꅾ銳倰䒭搬罜♶〳鼙⯝㖑⛲⿿
僥✫梡㹊欰崞嫱㥵Ⰼ椕䚍涸ㅷ晥㹁⠔ꅷ欽ⰻ巑湱ず涸塆璬կ罜㼆✵Ꝉ㈒䔲㖑❡ㅷ
涸杝用㉁䏅蕯腊ꅷ欽䔲㖑⯋稇勻霃雦ⴭ⠔刿餤鵛悶㖈㹐䨪կ嫱倰霹嫦⚡傞㼿
⛓鿪鿪Ⱘ剣杝暵涸䒊瘰ㄤ荈䊹涸暵挿➢罜䕧ㆇ满塆璬霃雦馄紩ㅷ晥ꤑ㢪㔔⚹
㸐⟌鿪黽䗄✫ず♧⚡椚䙁կ紿紨ず⚎❩♧呋㔔Ⱖ瑟ꢂㄤ䒊瘰涸錞垷罜䧭✫⚆歲
⛓璬㢅✵Ⱖ⚥涸嫦⚡➃鿪䋞劅剣荈䊹涸〄鎊勉罜碛Ⱎ涸塆璬ⴭ䎂邂✫梠㞯ծ㉁
⚌瑟ꢂㄤ❡ㅷⰻ巑⛓ꢂ涸Ⱒ禹罜㖈⠡侚塆璬ⴭ⟄瑲灶䌢錞罜ꢉぜ⚆歲կ
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WHERE DOES YOUR DESIGN INSPIRATION COME FROM?
The importance of my Basque culture runs through my work. The Basque
Country has an enormous contemporary art background connected to our
language, culture and landscape. The works of artists such as Oteiza and
Chillida have been a great inspiration for me.
On the other hand, I split my time between London and Spain. for me,
London is a vibrant and buzzing city. Living and working in different places
gives me the opportunity to enrich my networks and keep my finger on the
pulse.
䝠涸霃雦抳䠭♧菚勻彂✵ㆭ❈倰꬗
㼆䧮罜鎊䊼倛⯘俒⻊⼧ⴔꅾ銳㸐餟瑬✫䧮涸霃雦կ
䊼倛⯘㖑⼓剣满⾩㹊涸梡➿蒌助胜兞謉ゎ㖈露鎊ծ
俒⻊ㄤ兞錜⛓⚥կ0UFJ[B ㄤ $IJMMJEB 瘝蒌助㹻涸⡲ㅷ
鿪帿帿㖑゗〄✫䧮կ
搬罜䧮䪾傞ꢂⴔ侔㖈⠡侚ㄤ銯棴暅⚙㖑կ㼆䧮罜鎊
⠡侚⯎忘崞⸂⼧ⴔ籖⼶կ㖈♶ず涸㖑倰欰崞ㄤ䊨⡲
腊⚪㺢䧮涸㕕㶩雮䧮䭆剣㶸㖈䠭կ
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#-00.
Design Agency | ja! studio
Designer | Ion Ander Beloki
Photography | Juan Avila
Many flowers have evolved to be attractive to insects, so as to cause them to be vectors for the
transfer of pollen. This project has been inspired by this amazing natural phenomenon.
This airy and ever changing window display features an arrangement of different elements to
make a balanced composition using everyday objects such as tripod and mobile to display a
shoe from Loreak Mendian SS14 shoes collection. The mobile is formed by five undulating rods
with red shapes on their ends, whose shapes change as they catch the breeze from the main shop
entrance.
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Design Agency | ja! studio
Designer | Ion Ander Beloki
Photography | Floro Azqueta
A window display featuring a metal structure and
three rigid triangular cardboard pieces for the
spring/summer shoes collection.
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)"3*56
Design Agency | ja! studio
Designer | Ion Ander Beloki
Photography | Pablo Axpe
Haritu in Basque (Euskera) means “to spin”.
A Christmas window display designed to pressent the “Haritu” collection.
It comprises several everyday objects, created from recycled fabrics which have been used in previous collections.
Taking the logo as a starting point, ja! studio puts forward a conceptual window display which entwines geometric shapes over
different objects and planes. Resting on one of the objects, the black metallic structure contains a square red notebook taken
from the collection which faces up to the lines. The whole setup lies over a background made out of green strokes evoking the
colours of the season.
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1&340/"
Design Agency | ja! studio
Designer | Ion Ander Beloki
Photography | Floro Azqueta
This project was displayed at Loreak Mendian San Sebastian store
in order to feature the new accessories collection from FW13. The
cubist silhouette of a person made by a metal structure and black
MDF wooden boards, creates a dialogue between the product and
object where each accessory acquires its natural logical position. All
in black, white and blue.
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50"45
Design Agency | ja! studio
Designer | Ion Ander Beloki
Photography | Juan Avila
This project was displayed at Loreak Mendian Barcelona store in order to present LM´s first women shoes
collection. This geometric and thought-provoking interpretation of the summer, arranges different elements into
a balanced composition using everyday objects such as side table and a set of cork toast slices making their way
across the wall in a stair formation.
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