PabloAxpetransition between the window and interior.’
The clincher was one particular image:
a point-blank shot from outside the store,
the window perfectly framing a raincoat as
if it were the cover of a magazine. ‘It’s very
graphic,’ said Berit Burema of Ace & Tate. ‘The
two-dimensional display you see from the
street is extruded when you enter the store.’
The discussion prompted an inspi-
rational examination of how the concept
could develop further. ‘I can imagine the
addition of more layers,’ said Tim Rupp of
Nike. ‘What if a bunch of sprinklers covered
the raincoats in a layer of mist? Or if theinstallation was kinetic, moving up and
down like waves. Perhaps the coats could
start to stagger and eventually align – then
you’d still get that striking magazine-cover
image. From an evolution perspective,
there’s a lot of potential.’ – TI
ja-studio.comPEOPLE'S VOTE
All Is Colour S/S 2018 by Michel ComteGIPUZKOA – The jury began its deliberation
of the window-display category by question-
ing the role of the retail tool – today and in
the future. The aim was to steer attention
away from traditional closed-off boxes –
‘the art of window dressing has had its day’,
according to Jeff Kindleysides – in search
of displays that generate an immediacy of
message and, importantly, an invitation to
see more. Ion Ander Beloki’s Ura window in
the Spanish province of Gipuzkoa fit the bill.
‘This example achieved our criteria in a sim-
ple and uncomplicated way,’ noted the jury in
its final report. ‘The design creates a seamless
FRAME AWARDS 2019 97