ja! (Ion Ander Beloki, Tolosa, Spain, 1970) began his career as a window dresser in Barcelona following studies in graphic design and sculpture. He then set up on his own, creating ja! studio and collaborating with various companies, Loreak Mendian among them, where he is allowed the space to develop his more personal work. He currently lives in London and his shop windows have been reviewed in books and international specialized magazines, such as Frame, Pasajes Diseño, Design 360o Magazine and Span. His works, influenced by contemporary visual culture and the aesthetic imprint of his Basque roots, combine various disciplines, such as architecture and industrial design. With a direct and distinctive style, ja! decontextualizes daily objects, endowing them with new meaning: his compositions dispense with superfluous elements and only employ those which best describe the idea.

The most characteristic features of his compositions are the lighting and meticulous attention to detail and finish. In this way, the final product accomplishes a unique style: some shop windows tell short stories, like 'Bomb', which feature an ironic display of a glossy red bomb on a rotating platform to illustrate how, when families gather during the holidays, it can lead to arguments. Others recreate architectural structures starting from conventional objects, for example, 'Haddock light', a window display featuring Haddock t-shirts supported by telescopic structural supports, metal brackets and fluorescent orange elastic bands. And shop windows like 'Viking' are inspired by pieces by other artists, placing them in a more commercial setting.

The objective of ja! is to create images that stop people in their tracks, make them look, and amuse, intrigue and entice them. This is accomplished with rigorous work and a technique that is distilled from many cultural and artistic influences.