Best Visual Merchandising
Category : Best Visual Merchandising Project : TARAgram Store GOLD : 02June Design Studios
TARA is 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 and to mobilize widespread action to eradicate poverty and regenerate the environment. TARAgram store focuses mainly on products and accessories made out of recycled papers and the main target segment for the store includes the environmentally conscious consumers. The store is located in the world headquarters of Development Alternatives, which is one of India’s first green buildings, thus making the role of the store concept even more significant.
The most critical aspect of the store design was to make it 100% out of reclaimed and recycled material. The store design has been addressed in a way that makes the store look young and thus appealing to the new generation and yet disassociate itself from being a normal retail store. The entire store has been done in neutral colour and with limited use of paint and chemical processes. The fixtures are made out of reclaimed wood / metal and glass waste generated out of retail manufacturing companies.
The store façade is made out of reclaimed wood pieces and joint together in horizontal fashion to give an extremely imposing look. The façade of the store reflects the main themes of the store: reclaimed, connected to sustainability and earthy.
The visual merchandising strategy for the store has been extremely product driven. The fixture’s approach is product centric and the emphasis is given to highlight the product and its USP. The presentation of the product is done in a way that provides for enough visual play within the store