New thematic display windows, created jointly by "Belavia" airline and GUM, have appeared in Minsk's GUM department store. The project is dedicated to the anniversaries of these organizations: in 2026, the airline will turn 30, and the department store — 75, writes Times.by.
Photo: Times.by
The design of the display windows is divided into two parts. The left part is dedicated to aviation and the activities of "Belavia", while the right part tells about the history of GUM. The aviation section uses elements associated with travel and the airport atmosphere: airplane silhouettes, arrival and departure boards, clouds, a city panorama, a baggage carousel, and a luggage scanner.
Photo: Times.by
Photo: Times.by
The section dedicated to GUM emphasizes its history and traditions. It uses warm golden colors, decorative clocks, and various items that evoke the classic atmosphere of the capital's main department store. With the help of artificial intelligence technologies, designers also recreated the atmosphere of the 1950s — the time when this store was founded.
Photo: Times.by
Photo: Times.by
Various ideas were considered during the project's development. For example, it was proposed to create "living" display windows with real actors or to create a realistic airplane cabin. However, these ideas were abandoned because it gets very hot in glass display windows in summer.
Photo: Times.by
As a result, the marketing teams decided to focus on the immersion effect. The display windows featured movable elements and a large amount of lighting, which makes the compositions more vibrant and attractive.
Photo: Times.by
According to the department store management, the opening of the central display windows is always an important event, and now they have become even more unusual, as GUM previously did not have display windows with so much light and movable parts.
Photo: Times.by
"Belavia" representatives noted that although aviation and retail seem to be different spheres, they are united by working with people's emotions. The airline provides travel experiences, and the department store helps people prepare for them, for example, by choosing new clothes for a trip.
Photo: Times.by
The creation of the new display windows took about two and a half months. Their main goal is to attract the attention of Minsk residents and city guests and to make the urban space more interesting and beautiful.
Comments
ГУМ, з пункту погляду мяне, як маленькай архітэктаркі, адно з самых удалых будынкаў на т.зв. сталінскім праспекце