A vitrine or shopwindow (especially one facing the street) has a source and a purely commercial purpose. One of the challenges that presents this space is how to get away from the idea of ​​the artwork as a commercial commodity when it is displayed within a showcase, even more during the season of contemporary art fairs in Mexico City.

Another point of interest is its role as a vehicle between trade and clients and at the same time as a barrier between the inside and the outside, between the public and private sectors being the glass a barrier dividing the two worlds.

To formalize these ideas, Gracia considered reproducing the phenomenon of collision of birds against the clear glass of the windows believing that there is an open space that can fly to. This illusion illustrates the misconception of public space as something democratic and the crash of the bird demonstrates the tension between public and private.

Inside the vitrine we can see two pedestals and an empty shelf which are located, according to the laws of window dressing, in index points where higher sales are observed. This “constructed emptiness" aims to show the end of the vitrine as a vehicle for display to show nothing more than the absence of commercial products and thus dilute the idea of ​​art as a mere commercial product.

PROYECTO VITRINA works as a showcase of collaborative projects between diverse artists and Arredondo \ Arozarena gallery. It is on view at Praga Street in Colonia Juarez, Mexico City.