Ura展示橱窗

这是用来展示Ura雨衣的橱窗，在Basque的语言中，‘Ura’的意思是‘水’。‘Ura’通过结构体系与产品之间的动态互动来思索个体与消费之间的关系。群体/个体和实体商品之间的互动关系正在发生变化，因此创造吸引和招揽潜在购物者的消费体验变得至关重要。除了一个独特金属悬挂结构的概念和设计外，橱窗布置最有趣的一点是产品占据了一个非常规性的位置：悬挂在人们视线上方的天花板上。虽然这不是展示商品最具商业性质的地方，但是借助项目的重要元素——室内照明，橱窗吸引和聚焦了消费者对产品的注意力。间接照明避免产生令人尴尬的阴影，为装置营造了一种空灵的情调。窗口为路人提供了如同排版简洁的杂志一样的展示视角。

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件防水雨衣悬挂在7组相互间隔的平行金属结构上，巧妙布置在商店天花板上的产品如同天空落下的水滴。由此，顾客的注意力直接被产品所吸引，形成了一种沉浸式的销售体验。部分隐藏起来的细节，如专门定制的碳纤维条支撑体系被设计为能够展示每一件雨衣夹克最佳样式，雨衣夹克借助悬挂系统上的钥匙扣进行了顺序编号，整个装置看起来像是一条生产线。

▼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

▼悬挂体系，hanging system

Project Data Floor area: 45 m² Location of project: Garibay 22, 20004 Donostia-San Sebastián. Completed: October 2017 Project credits Client: Loreak Creative Direction: Ion Ander Beloki Production: Diana Gorostidi & Ana Sistiaga architects Photographer: Pablo Axpe