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

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