In this short film, StudioXAG founders Gemma Ruse and Xavier Sheriff describe the power of windows, and how they create "shareable moments" in the world of retail.

Acting as supersized billboards on some of the biggest high streets the world over, windows are valuable real estate for brands. In recognition of this, Gemma Ruse and Xavier Sheriff founded StudioXAG in 2009 – the London-based designer-makers specialising in art direction, design and fabrication for retail environments.

In this short film, Gemma and Xavier shed light on the makeup and processes of the XAG team, to give an insight into how they tackle briefs to create the most impactful window displays in the world.

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