http://www.flickr.com/photos/esadmatosinhos/albums/72157652643618113

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Vitrina is an innovative design project intended as a contribution to the promotion and revitalization of the visual panorama of the streets of downtown Oporto, creating a series of dynamic shop windows in commercial areas.

The goal of the project Vitrina – 18 Designers, 18 Montras, 18 Intervenções is to apply the skills and knowledge of young designers to illustrate the creative potential of the union between design and trading.

The students of the Master in Communication Design, with the support of the Associação Comercial do Porto, were invited to create shop windows that promote the businesses, raising the attention of the general public in a surprising, intriguing and captivating way.

SHOPS

• Quintal Bioshop, Rua do Rosário
• Clean Express, Rua do Rosário
• EasyPhoto, Rua de Cedofeita
• Confeitaria Aliança, Rua de Cedofeita
• Edicare, Rua de Cedofeita
• W52, Rua de Cedofeita
• Collectus, Travessa de cedofeita
• Casa de Ló, Travessa de Cedofeita
• Moldursant, Rua da Conceição
• Talho Conceição, Rua da Conceição
• Dream Pills, Rua de Ceuta
• Livraria Moreira da Costa, Rua do Avis
• Café Avis, Rua do Avis
• Presto Pizza, Rua da Fábrica
• Almada 13, Rua do Almada
• Raras Socks, Rua Santa Teresa
• Mosaico de Sabores, Praça de Guilherme Gomes Fernandes
• Perfumária Lemos, Praça Carlos Alberto

PREVIOUS EDITIONS

2014
2013
2012

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https://vimeo.com/222524786

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Another edition of the Vitrina project took to the streets on Monday 15th June. Students from year one of the MA in Communication Design at ESAD were once again challenged to make graphic interventions in a variety of shop windows in downtown Porto (17 in all), in an attempt to bring a degree of visual experimentation to the commonly pragmatic usage of window display. Taking a walk around the streets the public will encounter a variety of solutions: Raquel Peixoto (for Quintal Bioshop) has created a typographic piece of astounding dedication using thousands of wooden skewers individually glued into place. Our hearts go out to Raquel who has been close to loosing her sanity making the piece. Tiago Gaspar (Clean Express) has recreated a washing machine – with a difference. In a kinetic construction the interior drum actually rotates and every day during the two week period Tiago will change the visual representation it displays. You will be able to witness money laundering, a fairground wheel, optical illusions and a variety of other visual games that uses our familiarity of the spinning drum as a stepping stone for less expected visual metaphors. Joana Santos (EasyPhoto) reverses the expected viewing relationships in her photography shop by making the passing public the object of attention. Claudia Ferreira (Confeitaria Aliança) celebrates the ‘The World’s best Croissant’ in a typographic illustration. Helena Oliveira (Edicare) creates three colorful paper-cut worlds of illusion and fantasy celebrating children’s literature. Ana Gonçalves (W52) focuses her attention on the coat-hanger as a symbolic representation of what the shop contains (clothes) in a colorful piece that manages to suggest content without needing to show it. Margarida Lima (Collectus) allows the varied visual and suggestive characteristics of ordinary cardboard boxes to express the fascination of collecting in a display that is also functional. Francisca Fernandes (Casa de Ló) draws our attention to a familiar object used in cake making – the paper doily – and by removing it’s functionality highlights it’s qualities as a visual form. Ozüm As?lkazanc? (Moldursant) constructs a visual experience and allows us to enjoy the flow of paint on paper through a mechanism that creates paintings on a daily basis, thus building a gallery of accumulated works. Carlos Gonçalves (Talho Conceição) mixes meat-referencing proverbs with illustration in a piece that also alludes to illuminated signage. Djalme Teles (Dreampills) in a technically complex piece combines an iconography of sweets with the illuminated signs we associate with pharmacy. Sofia Silva (Café Avis) creates an extensive narrative covering the entire 18 panel structure of the café front that mixes history and fantasy, in an piece that combines illustration and the fascinating world of maps. Elisa Chieruzzi (Livaria Moreira e Costa) takes us on a visual and metaphorical journey to the world of books in a piece that celebrates the illustrated word and the imaginative potential it contains. Marta Ramos (Presto Pizza) presents us with a graphic display that combines pizza ingredients designed as iconic elements. Yunus Ak (Almada 13) creates window display units of dual purpose, combining uniquely designed graphic boxes that form the 13 in the shop name, whilst also serving as a structure to display the goods on sale. Joana Rajão (Raras Socks) uses elements from the shop – including actual socks – to create a fantasy scenario directed at items for children. Sara Quintanilha (Mosaico de Sabores) references the sort of chalkboard we associate with traditional groceries by creating a celebration of calligraphic illustration. Sara Sousa (Farmácia Lemos) with a focus on lipstick and colour, presents us with an unusual display that encompasses beauty with a high level of dedication. The challenges and pressures of such a public project are sometime far from obvious – ones that subject students to a variety of conceptual, production oriented and time-related objectives. Congratulations to them all. Andrew Howard, MA coordinator

Créditos