LOOKING BACK, LOOKING FORWARD
CHITO VIJANDRE And RICKY TOLEDO take a 20-year trip on memory lane, traveling the world through windows, displays, and art
Windows and displays are ephemeral, a fleeting sight that would soon be replaced. If these creations are by Chito Vijandre and Ricky Toledo, losing such a beauty without immortalization would be even more of a pity.
“We put a lot of effort in concept, design, sourcing, and assembly and yet after one season, you have to take them down to make way for the next,” says Vijandre, one-half of the creative duo behind Firma and AC+632. “It’s almost so sad to see them being dismantled so aside from recording them digitally, there was a need to document the whole process from the study trips and travels to the inspirations, the research, the design process and actual mounting.”
This need has led to their book, The Art of Window, Display, and Design, which is published by Vibal Foundation under its growing Fifty Shades of Philippine Art series. Richly complemented with over 500 beautiful images of window
displays, objets d’art, travel sights, and landmarks around the world, the tome showcases the creativity that comes with merchandise.
“We never really thought about doing a book in the beginning because doing windows was just one of many other tasks of running the stores like planning the next season’s merchandising and marketing,” Toledo admits. But he and his partner came to realize that these displays, when properly recorded, can trace their own creativity history and timeline the progression of their shops.
Encouraged by friends and clients over the years, the two finally had to time to put the book together when the pandemic hit. “Gus Vibal, executive director of the Vibal Foundation which has a line of books on history, art and culture, was also one of those who had been convincing us to come up with a book so during the quarantine we finally came to an agreement,” Toledo shares.
ACROSS THE GLOBE
The Art of Window, Display, and Design catalogues not only the famous windows of the authors’ stores, but also their interiors and fashion productions. Featuring 10 essays on art styles and design elements from across the globe, the book provides tips and principles of visual merchandising, interior design, and fashion. “We always get inquiries about internship from students which sadly we could not attend to so this was also a chance to share our knowledge with them,” Vijandre says. Going through the tome is a whirlwind trip around the world. The reader might find his- or herself through Kenya by way of Out of Africa, the legendary tale of Isaak Dinesen, and a detailed study of Anglo-african safari style. Then, they find themselves in Kyoto, immersed in geisha culture and an in-depth look at the concept of mono no aware. Afterward, you might pay a visit to fictional King Ludwig of Bavaria, or attend the Giacomo Puccini opera Tosca. The creative pair shares a mutual love for the visual and performing arts. Vijandre launched his career as a fashion designer, and mounted some of the most elegant runway shows in the country. He then shifted his focus on interior design, working on upscale residences, stores, and restaurants in Manila. Toledo, meanwhile, started out as a production manager at an Italian publishing and design firm. Later, he established a creative consultancy studio, producing award-winning television commercials and promotional shows in different world capitals.
“It’s almost so sad to see them being dismantled so aside from recording them digitally, there was a need to document the whole process”
ARTISTIC STATEMENT
Some of the world’s busiest and most popular streets are not only known for their street tableaux, but also for their specialist boutiques. From London to Milan to Tokyo, the public is captivated by these witty, quirky, and even relevant window statements.
“Every time we create a window, we hope to capture the imagination of the viewer and take them on a journey”
But COVID-19 has drastically changed the way we live in many ways, and traditional retail, in particular, has greatly suffered because of it. The global situation only magnified what Vijandre and Toledo’s window displays illustrated: everything is temporary. Blink and you’ll miss it. This is what ultimately pushed them to finally finish the book.
“The past year has taught us many things, how everything is so fleeting and transient, making us more introspective,” Toledo says. “Things were going so fast for us the past 20 years when our stores were in operation that we were just always on to the next big thing or the next trip, never fully appreciating or processing what was going on in our lives.”
The book, Vijandre shares, made them travel back to all the places they visited and experiences they had as they dug up old photos and books. They were seeing everything in a new light.
“Every time we create a window, we hope to capture the imagination of the viewer and take them on a journey,” Vijandre says. “With this book, we take readers even further, sharing our insights and related experiences and encouraging them to continue the conversation and further explore on their own.”
Vijandre says they want the book’s readers to understand that design, in whatever form, follows certain principles. “It’s also more than just copying designs,” he says. “One has to do a lot of research and expose oneself to the arts and humanities so that one has a rich foundation to draw from in creating an original work.”
“It’s a lifetime of learning and experimenting that one should never tire of and it should always bring joy,”
Toledo finishes.