Spain – Window dresser Ion Ander Beloki has used a mobile and a tripod to create an original display, Bloom, for fashion brand Loreak Mendian’s spring/summer 2014 shoe collection.
The Bloom window display is designed to catch your attention, even if you’re not sure why. The poppy red mobile, tripod and single shoe, set against a grey matte backdrop, have an undeniably hypnotic quality, yet window dresser Ion Ander Beloki’s creation is not as abstract as it might first appear.
The inspiration behind the piece is the transfer of pollen. The act of nature is captured by a mobile consisting of five rods that move with the flow of customers coming in and out of the shop and catching the breeze of passers-by. Next to the mobile, a tripod with a single shoe from the latest collection looks on, perhaps the flower in Beloki’s vision.
Loreak Mendian is not the only brand to adopt a more abstract approach to presenting its products. Read our Flatforms design direction report for more examples of a surrealist approach to styling.