The window display concept developed by Shiro Studio for Armani Exchange window on Regent Street draws inspiration from a novel by Nobel prize Italian writer Luigi Pirandello titled "One, No One and One Hundred Thousand". The novel explores how reality and self-awareness is often illusory, relative, subjective and always becomes the expression of personal interpretations.
This led us to conceive a pleated, fully-reflective wall, which will stretch the entire length of the main window. The variety, complexity and multitude of reflections generated will be the core narrative. Clothes, people, streetscape will blend in one single installation, offering an ever-changing visual experience.
The installation also aims to emphasize A|X fashion range, creating a dynamic, multifaceted visual experience. A|X is often admired for the way clothes beautify fits his wearers, so we thought to create an installation that could display each selected mannequin from several perspectives, offering a 360 degrees viewing experience, which is often neglected in standard window displays.
The the RIBA Regent Street Windows Project pairs exceptional RIBA architects with flagship retailers to create architectural installations in the windows of fashion retailers, skincare boutiques, perfumeries, restaurants and cafes along and around Regent Street. Developed in partnership with the Regent Street Association, the project creates a vast public architecture exhibition seen by more than one million people each week, and coincides with the city-wide London Design Festival and the internationally renowned London Fashion Week.