The best shop windows in Bilbao |The mail

Where do we start getting dressed? For what we see in the windows of our city. What leads us to decide to buy one gift or another? For the items we discover in stores around every corner. And even, why do we enter some pharmacies and not others? Because even medical products enter our eyes. But for that the merchants have to work for it. The showcase is a double-edged sword. For the good and the bad. Also in Bilbao. If you take care, you have a lot of cattle and it is very possible that you make more cash than your rival. Bilbao's shop windows are "the first impact" that encourages citizens and their visitors to enter the premises, confesses Olga Zulueta, creative director of BilbaoCentro.

This association has been organizing the Christmas window dressing contest for thirteen years. Pascual, Arnaga, Ruiz de Ocenda and Amaia pharmacy. Or what is the same, a clothing store, a stationery store, a florist and a pharmacy have won the four prizes this year. They say that the jury has not had it easy. The experts in art and window dressing, Josu Rodríguez and Eduardo Meléndez, together with Zulueta, toured the town several nights and glued their noses to the shop windows to choose the best of 2020.

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The Pascual fashion store, the Arnaga stationery store, the Ruiz de Ocenda flower shop and the Amaia Blanco pharmacy have triumphed in all four categories. The angel with white wings that flew over the fascinating world of Pascual captivated the jury for being the most Christmassy. Arnaga's, with its colorful universe of paper characters, was the most original, while Ruiz de Ocenda triumphed in the traditional category with a show full of typical winter flowers, trees and candles. The prize for the most avant-garde showcase went to Amaia Blanco. In his snowy window, a polar bear stood watch and controlled the entrance of customers.

Zulueta has thanked the dedication and enthusiasm with which the merchants have echoed this initiative and has highlighted that each year he is more surprised by the different styles that are displayed at Christmas in the town's shop windows. He says that the windows in which the nativity scene or the typical small tree with ornaments were placed have gone down in history. "Many use the products and objects they sell" to dress up this key space. "They give a lot of life and each year they are better," explains Zulueta.

More than forty establishments of all kinds have joined this initiative. Shoe shops, clothing stores, accessories shops, coffee and tea shops, pastry shops... They have all done their bit to attract the attention of customers. «A beautiful showcase is very important to catch the attention of whoever is on the other side. It is a window to what is inside”, reiterates Zulueta. Attract customers and create joy in the city. The jury has highlighted the care and taste with which the merchants have dressed their "windows" last Christmas. Now all that is needed is the most important thing, that people scratch their pockets and buy. The merchants have thrown in the rest with colossal amounts of imagination adorning their windows to the street. Now they need to pay them back for the effort made.