to mark the festive season, WAY studio has collaborated with the brand moody to create a surrealistic window installation on the façade of the rockbund redevelopment in shanghai. the storefront has been filled with gigantic out-of-scale balls of yarn that appear to bulge out of the window towards passersbys, evoking an otherworldly or dreamlike atmosphere.

WAY studio creates a dreamy window display with gigantic balls of yarn in shanghai designboom

all images © i-joyer photography

 

 

located just off of the main bund area of shanghai, the rockbund building was first constructed in 1927 and is a fusion of eclecticism and new classical architecture. with lyceum theatre as its original function, its recent renovation is an important anchor in the recent rockbund redevelopment, hosting MEM art space as an extension of rockbund art museum and other various arts and photography events.

WAY studio creates a dreamy window display with gigantic balls of yarn in shanghai designboom

 

 

with this project WAY studio wanted to break with traditional festive window displays, where products are displayed each brand on their own, one-sided towards the viewer. instead, the treated the space behind these three windows as one, even beyond the frames of the materialistic reality, creating floating balls of yarns, which are hollowed out to host each brand’s christmas products, while others seem to break right out-of-the-box into the street in front.

WAY studio creates a dreamy window display with gigantic balls of yarn in shanghai designboom

 

 

in collaboration with moody, displayed center, and their ‘sensational’ christmas box, which presents for all five senses, is world-renowned vintage photography brand, polaroid, with their latest onestep+, as well as local canadian coffee brand, tim horton’s. the ‘WAY-out-of-the-box’ window installation is located at rockbund, shanghai, and will be displayed until 15th january, 2020.

WAY studio creates a dreamy window display with gigantic balls of yarn in shanghai designboom

WAY studio creates a dreamy window display with gigantic balls of yarn in shanghai designboom

WAY studio creates a dreamy window display with gigantic balls of yarn in shanghai designboom

WAY studio creates a dreamy window display with gigantic balls of yarn in shanghai designboom

 

 

project info:

 

project name: WAY out of the box

project type: christmas window installation

location: rockbund, shanghai, china

client: moody

area: 520 ft2 (48.3 m2)

height: 10.8 ft (3.3 m)

design: WAY studio 

design team: zheng tao, fernie lai, alan hung, li xudong, he jingyang

lighting design: j studio

photography: i-joyer photography

contractor: shanghai he cheng contracting ltd.

suppliers：

high density foam: haha sculpture team

yarn: zzhome

brand sponsors: (displayed within window, and in alphabetical order) moody, polaroid, tim horton’s

lighting sponsor: philips, s&m

 

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

 

edited by: lynne myers | designboom