25 February 2015
Store windows are theatrical sets in miniature that establish a connection between us and the goods on display. The big fashion brands need highly recognizable backdrops, able to project the values of the brand in the same way everywhere in the world. In locations where they do not have a flagship or single-brand store, fashion houses carve out dedicated areas for themselves in department stores. The colors, preparation and choice of materials of these displays are some of the elements on which the image of the brand relies. Recently, the South Tyrolean designer Martino Gamper has created a system of “evolutionary” displays in collaboration with Prada that are able to adapt to different spaces, transforming themselves like a stage set. The possibility of variation is fundamental to the design of places with a constantly changing effect, that are able to evolve with the seasons. The leitmotif of Corners is, as the name suggests, the perspective view of a corner. By varying the vanishing point and the geometry of the field of vision—more frontal or angled, from above or below—a total of nine settings can be created that convey different sensations. Finally use of the grain of wood and flooring in perspective amplify the depth of the space.