Window Installation from Ja Studio featuring the Ura raincoat just won Window Display Of The Year’ Frame Awards 2019. 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. 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.
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.