london: riba regent street windows project

© studioxag / photography: agnese sanvito - what's that twirling bright yellow thing over there?

now in its fourth year, the riba regent street windows project links fashion with architecture, and retail with culture. a series of utting-edge architects work with flagship brands to create a series of unique and eye-catching displays, and provide a visitor attraction with an average footfall of no less than 1.25 million people per week. there are currently six installations on display between oxford circus and piccadilly in london. one of the installations is the striking coulour wheel at the topshop store, a collab between the creatives of studioxag and neon. the latter wanted to reinterpret the ever-present window mannequin in a unique way, the result being a colour wheel that highlights different merchandise over the course of the week, whilst simultaneously allowing the full colour range of the season to be viewed in a surreal twirl above shoppers' heads.

the bold circular form is designed to be experienced at multiple scales. its colourful appearance and shape draws the eye even from across the street but up close one realises that the form is made from mannequins and is able to inspect the outfits in detail from unusual angles. once inside the store, the installation view takes on a much more technical appearance. the coulour wheel has a simple handle at the back which can be operated by staff, allowing them to rotate the wheel and change the mannequin in focus at the front, changing the character of the installation throughout the duration of the annual [on through may 6]. location: topshop, 36-38 great castle street [oxford circus].

© studioxag / photography: agnese sanvito -'s a collab installation by studioxag and neon.