The Responsible Store
Technology and Action for Rural Advancement, TARA has opened its first store TARAgram in the capital, an exclusive space where the concept of ‘Sustainable Livelihoods’ is demonstrated by housing an aggregation of sustainable products in an environment cre
TARA, a 25 year old social enterprise of the Development Alternatives Group set up to disseminate the “means for creating sustainable livelihoods” on a large scale, thus mobilizing widespread action to eradicate poverty and regenerate the environment, has unveiled their new sustainable store at the world headquarters of Development Alternatives which is India’s first green building positioned in New Delhi. The brand as an “aggregator” develops market for ethical products by aggregating the output of local producer groups including micro, mini and small enterprises and providing them organized market opportunities. In a similar manner, this new store by Tara will play a very strong role in scaling up products and reach to the consumer.
TARAgram, the store, offers products and accessories made out of recycled papers and the main target segment for the store is the environmentally conscious consumer. Created and designed by 02JUNE Design Studios, this store highlights a design concept which addressed the GenNext and promotes the concept of being responsible to the planet.
“02JUNE Design Studios was commissioned to do this project as they are a young and dynamic firm and offered us holistic design solution for the store by providing not only the retail design concept, but also with the visual merchandising & communication design services. The brief given to 02JUNE Design studios was fairly simple “to make a responsible store” which not only complements the products but also complements the Development Alternatives’ objectives as a bigger organization,” avers Shrashtant Patara, CEO, TARA Society, Technology and Action for Rural Advancement.
The clearly specified store design objective was to deliver the brand and business
objective. “The most critical aspect of the brief was to make a store 100% out of reclaimed and recycled material. TARAgram as a shop
deals with recycled paper products which are colorful. It thus needed a store design which is subtle, functional and flexible,” explains Sankalp Sahu, Partner & Principal Architect at 02JUNE Design Studios. The store façade is made out of reclaimed wood pieces joint together to demonstrate the concept of the store . This is extended Into the interiors put together with reclaimed and repurposed production waste material like chipboards, MDF, plywood, raw wood, metal pipes, wire mesh, glass and corrugated pipes to create an earthy and warm setting for presenting the unique collection of products.
The lighting design has been planned to allow and use abundant sunlight during the day to save on energy consumption. Post The availability of natural light, energy saving LED track lights take over the store lighting. The property of LEDs of emitting lesser heat is vital to avoid the discoloration of handmade paper available in the store Sankalp. He further adds, “The store already had large windows which turned out as a brilliant opportunity to bring in daylight and save on electricity.”
The store has been divided into 3 main categories - Paper Products which sells recycled paper sheets, paper folders, diaries, followed by the Accessory zone which showcases products like wine boxes, coasters, decorative items and lastly the Shop in Shop precinct which provides an interesting display opportunity for like minded companies which sell eco friendly products like lanterns, lamps etc. “Supporting tools like communication blocks, highlight indicators, risers and trays have also been specifically developed to communicate about the product features and also to give them prominence,” says Amit Bhadauria, Senior Architect at 02JUNE Design Studios.
The challenge of the project was delivering the concept in the true form of sustainable design and build practices. Sankalp explains, “The entire fixture system and furniture within the store has been made out of reclaimed materials and thus it was highly challenging to get the manufacturing processes correct. Besides this, the entire civil structure of the area was kept intact and the design of stores fixtures was adapted around it. The store was built with no damage to the existing space."
Having successfully prototyped the concept TARA plans to expand its footprint across India with this comprehensive business model and provide platforms for the consumer to buy and experience the innovative products