Type of project: Shop window
Project: Games of Thrones
Location: Barcelona, Spain
Status: Built
Opening: 5 May 2016
Client: Gigamesh

Project team: External Reference Architects
(Nacho Toribio, Carmelo Zappulla)
Collaborators: Kanaka Raghavan
Building engineer: Enrique Sanchez
Photographer: Sameer Kishore

When Gigamesh comic and fantasy bookshop located in Barcelona was chose to host the presentation of the of A World of Ice and Fire (Spanish version) (Elio M. Garcia Jr., Linda Antonsson, George RR Martin). It was decided to transform its main display window into something that exceeds standard visual merchandising. To bring it closer to the epic narrative of the Game of Thrones saga. Intended to present not only the text, but also several books belonging to the Song of Ice and Fire collection. The management team put forward the idea to contextualize the shop window through a cycle of events of great communicative power (lectures, book signing and display). Therefore, it was necessary to approach the project not only as a strategy for product display but as an element to contribute to the sepcial atmosphere of the event.
According to the symbolic mood of these texts, the concept of the proposal was refined from a reductionist view that amalgamates different physically important items within the narrative of A World of Ice and Fire. Thus the idea of forged steel together with the an icy wasteland, become expressive linkages leading us to iron throne and impossibly massive wall of ice. Whilst attempting to avoid any wholly literal display, offering instead an intense sensory experience through light, temperature and geometry. In trying to represent the cinematographic feel of the show, stage and production design influenced heavily a number of decisions. The light and matter were considered inseparable. Steel with intense warm light juxtaposed with semitransparent delicate materials bathed in cold light. Both sets composed from sets of modular triangular geometry to create a complex scene. All coming together to tickle the viewers senses and imagination before even opening a page on the new book.