Viúva Lamego

A window display created for Viúva Lamego, in the iconic building at Príncipe Real, became a symbol of rebirth at a time when the brand was undergoing a major commercial shift. A bold and singular gesture was chosen to express this transformation.

On the left side, the display is chaotic—an explosion frozen in time. A flying hammer shatters Viúva Lamego’s ceramic pieces into a thousand fragments, capturing a moment of disruption and rupture.

In contrast, the right side is calm and almost empty. At its center sits a minimalist wooden box with a pale blue background, containing a single object: a hammer. But this hammer is no ordinary tool—it is a sculptural piece, meticulously assembled from broken ceramic shards, joined together using the ancient Japanese technique of kintsugi, or “mending with gold.”

This poetic object represents the brand’s powerful and elegant rebirth. The hammer, symbol of both destruction and craftsmanship, stands ready to move forward—an emblem of Viúva Lamego’s manual artistry. It remains true to its ceramic roots, but now with a stronger, more elegant, and modern twist. The golden seams confirm that its essence endures, transformed but never lost.