Capturing Urban Electric’s “The Current on 10th”: A Visual Merchandising Collaboration with Robert Rufino

Urban Electric recently unveiled a stunning series of four immersive window installations as part of their “The Current on 10th” campaign, a visual storytelling experience designed in collaboration with celebrated stylist and editor Robert Rufino. Located across a series of connected storefronts on 10th Street in New York City, each window reimagines the boundaries of lighting design, home decor, and narrative retail displays—creating a seamless blend of art and commerce. The Retail Archive was proud to photograph this ambitious visual merchandising project, capturing the mood, materials, and intricate storytelling within each vignette.

Each installation reflects a different theme, drawing inspiration from global design, historical motifs, and the signature craftsmanship of Urban Electric’s lighting pieces. From richly textured patchwork walls to botanical dreamscapes and theatrical doorways, Rufino’s vision brings these windows to life—proving the power of visual storytelling in retail environments. These are not just store displays—they are curated experiences that communicate brand identity, design leadership, and a sense of place.

Projects like “The Current on 10th” exemplify the need for high-quality retail photography that honors design integrity and captures atmosphere. At The Retail Archive, we specialize in documenting installations like these—where the artistry of lighting, styling, and space-making demand to be preserved in vivid, impactful imagery. For brands investing in show-stopping visual merchandising, expert photography is not optional—it’s the final touch that ensures your story reaches its audience.