Way Out of The Box by WAY Studio

本文由未/WAY Studio 授权mooool发表，欢迎转发，禁止以mooool编辑版本转载。
Thanks WAY Studio for authorizing the publication of the project on mooool, Text description provided by WAY Studio.

未/WAY Studio：WAY Studio在上海洛克外滩源为在同一个橱窗里将现实与虚幻融合，为三个不同的品牌创造了一个超现实主义的节日秀，通过由远及近的观赏感受到不同层次的细节。

WAY Studio: WAY Studio creates surrealistic festive window display for three diverse brands at Rockbund Shanghai, a location rich in historic fabric. WAY-out of the box really pops “out of the box”, literally, interacting but breaking through the boundaries of the existing strict and rigid historic architecture with an exaggeration of one of the most commonly seen Christmas ornaments crashing into the facade, like a street performer or a magician it draws-in and entices passers-by, to come closer and to immerse themselves within.

▽装置街景 Street view of the installation

橱窗装置所在的兰心大楼，为洛克·外滩源的历史保留建筑之一，距今已有近百年历史。该建筑是在前兰心大戏院的旧址上兴建的，虽然目前兰心大楼是一座以办公为主的大楼，但它仍然保留了戏院的名字。建筑内部拥有华丽的马赛克装饰以及精致的铁艺制品，完美契合了它从戏院传承而来的名字“兰心”所拥有的艺术气质，是一座折衷主义风格和新古典主义风格相结合的建筑。其作为上海外滩的重要节点之一，举办了MEM艺术空间作为外滩美术馆的延伸，并通过进行各种艺术和摄影活动，促进了城市复兴。

Rockbund redevelopment is a quiet scenic stroll just off of the main bund area towards the Peninsula Hotel, Shanghai. Lyceum Building, where the window display is located, was built in 1927 and is a mix 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 as an act of urban revitalization.

▽兰心大楼街景 Street view of the Lyceum Building

超大型毛线球漂浮充斥在这个拥挤的橱窗里，其中几个“穿透”了这个历史建筑的墙体，同时打破了人们惯有的常识，如梦似幻的停留在现实与虚幻的边界。

Gigantic out-of-scale yarn balls materializes from within the storefront windows out towards you, is this dream or reality? Reminiscent of Earth or Space? One ponders as you traverse this pathway.

While breaking that physical boundary of the architectural facade, we also broke the rules of the expected scale, with that we were able to give our viewers a sneak peek into the imaginative world of what the year end festivities are all about! It’s also that change of scale in an ordinary object that creates that unexpected experience and awe that draws you close, curious to really take a good look at it.

▽装置外观，超大型的毛线球透过玻璃橱窗，与古建筑的墙体相得益彰 Exterior view of the installation, gigantic out-of-scale yarn balls materialize from the storefront windows, complementing old walls

moody圣诞球盒位于（中橱窗），经典摄影品牌宝丽来在（右橱窗）及加拿大本土咖啡品牌Tim Coffee House（左橱窗）。

In collaboration with moody, displayed center, and their “sensational” XMAS 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, Tims Coffee House.

▽右橱窗属于经典摄影品牌宝丽来 The right Christmas window belongs to the world-renowned vintage photography brand, Polaroi

▽中橱窗内的球体内展示着moody的圣诞礼盒 The “sensational” XMAS boxes of moody are displayed in the center Christmas window

▽左橱窗属于加拿大本土咖啡品牌Tim Horton’s，挖空球体展示产品 The left Christmas window belongs to the local Canadian coffee brand, Tim Horton’s, hollowing out the floating balls of yarns to host Christmas products

我们试图去打破这些品牌们各自独立展示其产品的传统方式。相反，我们将这三个品牌融合在一起，以同样的形式，通过哪些夸张的，不受约束的球体，自由穿梭于人们常识认知中，使其蒙上了一层仿佛超越了物质本身存在意义的色彩。其中部分空心的球体，用来展示每个品牌的圣诞产品，而其它球体似乎要从橱窗里冲到现实的街景中，努力地去实现看似“不现实”的现实，而这一切可能都源于人本身。我们想要的永远多于目前所拥有的。被掩盖在物质表象下的挑战、欲望和冒险破茧而出，通过有限的形态与这个世界保持着对话。

We wanted to break through traditional Christmas window displays where products are displayed each brand on their own, one-sided towards viewers. Instead, we treated the space behind these three windows as one, even beyond the frames of the materialistic reality, creating these floating balls of yarns, hollowed out to host each brand’s Christmas products, while others seem to break right out-of-the-box into the everyday street.

▽橱窗内是一系列悬浮的毛线球 The Christmas window with floating balls of yarns

虽然这是个商业橱窗的商业行为，但是我们希望它能以艺术装置的形式表达，通过由远及近的观赏过程，让人读到不同层次的内容从而产生有趣的思考，让整个装置的体验大大超越传统商业宣传的效果。

“WAY OUT OF THE BOX” was our last pre-Covid installation project, it has long been removed, and a lot has changed in the world since then. Since its completion, WAY-out-of-the-box has received recognition as part of the 2022 A+10th Annual Awards Special Mention project under the “pop-up & temporary” category.

▽装置设计图 Plant design drawing

▽装置平面图 Plan of the installation

▽装置立面图 Elevation of the installation

功能：XMAS Window Installation
客户：moody
地址：中国上海市ROCBUND洛克外灘源
面积：48.3平米
高度：3.3米
设计团队：郑涛，黎紫翎，洪勤哲，李旭东，何晶洋
品牌赞助：（橱窗内展示，以品牌英文名称首字母排列）
moody，宝丽来 Polaroid Originals, Tim Horton’s
施工单位：上海禾成建筑装饰工程有限公司
材料商：
高密度泡沫：哈哈雕塑团队
毛线：外贸生活
灯光设计：景照明
灯具赞助: 飞利浦，星米
摄影：i-Joyer摄影

Function: XMAS Window Installation
Client：moody
Location: Rockbund, Shanghai, P.R.China
Area： 48.3 sqm.
Height：3.3m+
Design Team: Zheng Tao, Fernie Lai, Alan Hung, Li XuDong ，He JingYang
Brand Sponsors：（displayed within window, and in alphabetical order)
moody, Polaroid Originals, Tim Horton’s
Contractor：Shanghai He Cheng Contracting Ltd.
Supplier：
High Density Foam: HAHA Sculpture Team
Yarn: ZZHome
Lighting Design：J Studio
Lighting Sponsor:
Philips, S&M
Photography：i-Joyer Photography