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

VM&RD - - INDIAN DESIGN -

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.

De­sign Ob­jec­tive

“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.

Light­ing

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.”

Lay­out

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.

Chal­lenges

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."

Fu­ture plans

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

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