Gimaguas transforms its shop windows with Julia Creuheras

A full-scale game available in Madrid and Barcelona.

Less than a year ago, Claudia and Sayana Durany opened Gimaguas‘ second boutique in the heart of the capital, and since then, the brand has continued to reaffirm its obsession with understanding space as part of the discourse. Their shops function as extensions of their creative universe, where the experience matters as much as the designs. And their shop windows, far from being mere display points, become stages where things are constantly happening.

In line with this approach, Gimaguas is once again collaborating with artist Julia Creuheras to redesign its shops in Barcelona and Madrid. The result is a completely revamped, more direct and visual concept that focuses on graphics and essentials.

The installation is structured around three life-size cut-out figures, arranged in small settings that function as rooms open to passers-by. Chloe, Alba and Marina—cardboard characters—inhabit these spaces that seem suspended between the intimate and the public.

‘Silhouettes/paper dolls has been the way to dress these shop windows: with no other pretension than to have fun, like recovering that childhood game and stretching it to real scale. Three small scenes unfold: the rooms of these cardboard cut-out characters. I like that, if you look at them from behind, you can only guess at their silhouette, a half-told secret,’ explains the artist.