The Degree in Fine Arts promotes local commerce in Alcalá de Henares

Newsroom

Rosa Gorgues Pinet, Councilor for Commerce and Human Resources of Alcalá de Henares, together with Raquel Sardá, coordinator of the degree in Fine Arts, have presented the publication 'The Art of Window Dressing' in the plenary hall of the Alcalá de Henares City Council. This work collects the results obtained by 20 shops in the city of Cervantes that participated in artistic training and advice.

In this project and for five sessions, the aim has been to instruct the different businesses in the history and aesthetic evolution of the window display, composition, colour, lighting, materials and product photography. As recognized by the Councilor for Commerce, "this training brings the University closer to the city of Alcalá to make it more human, friendlier and closer" in the same way she recalled that "the showcase creates an image of the city that must reactivate a business that has gone some very hard moments”. The main researchers of the project are Raquel Sardá and Miguel S.Moñita who, together with professors Vicente Alemany, Cristina Seguido, Montaña Fernández and Tomás Zarza, have been responsible for the training.

Raquel Sardá thanked all the businesses for their participation in a pioneering project in the city in which commerce and economy meet and stressed the importance of transferring the artistic research carried out in the university to society.

Some of the participating businesses have highlighted the important contributions and the change in focus that the formation of the URJC degree in Fine Arts has entailed. The training project continued with various counseling sessions 'in situ' in which they could put into practice the knowledge acquired. The result of the course has been a success as one of the participating businesses won the first prize in the Alcalá de Henares shop window contest. The creativity and originality of the proposals have had a positive impact on the neighborhoods farthest from the center, promoting other commercial itineraries and generating an identity in the neighborhood.