ReinventArte 2026 turns store windows into galleries to boost Ecuadorian talent

ETAFASHION's ReinventArte 2026 initiative is redefining commercial spaces by turning store windows into vibrant art galleries. This third-year project aims to bridge the gap between Ecuadorian artists and the public, fostering connections between fashion, art, culture, sustainability, and social impact. The brand seeks to bring national talent to audiences who might not typically visit traditional art venues.

Six stores in Quito, Guayaquil, Cuenca, and Manta now feature window displays transformed into open galleries. These spaces showcase specially created interventions by national artists, offering an accessible, everyday encounter with art for shoppers. The initiative received 287 submissions from artists across Ecuador, with six participants selected based on criteria ensuring territorial, gender, technical, and creative diversity.

Gabriel Guerra, Andy Rivadeneyra (Metapersona), Luisfer Carrera, Abigail Moreno, Beto Choco, and Rocío Soria are the artists whose work is featured. Their contributions link major Ecuadorian cities through a shared artistic experience. Gabriel Juncal, Marketing Manager at ETAFASHION, explained that the project evolved post-pandemic, responding to changing consumer habits and a growing corporate need to communicate social values.

"ReinventArte was born out of the need to continue promoting the Month of Arts and create cultural and social spaces in the country for young people," Juncal stated. A key objective is democratizing art by presenting it in high-traffic areas like shopping malls, rather than solely in museums or galleries. Juncal noted that most Ecuadorians visit malls monthly, making these spaces ideal for fostering a less distant connection with cultural production.

He shared an anecdote of children curiously asking about paintings in a window instead of clothes, highlighting the project's success in sparking family conversations about culture. Beyond exhibition, ReinventArte offers artists professional training, enhancing their engagement with the art world.

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ReinventArte was born out of the need to continue promoting the Month of Arts and create cultural and social spaces in the country for young people.