The Retail Identity of Farm Se Store and its future franchises was developed as an extension of their brand philosophy. The brand focuses on providing accessible organic and natural products with an emphasis on the connection with people who make/ produce them. Thus an organic, natural and sustainable store was envisioned with this brand philosophy at the core.

Project Name: Cane Crush
Studio Name: Studio Deshi
Project Area: 1100 sq.ft
Project Status: Completed 2020
Project Location: Ahmedabad
Photography: Shutterspace

Reception Area ©Shutterspace

Natural materials like Bamboo, Cane, Terracotta, Wood and Stone were primarily used. The
imperfections of these materials- like the blackness in the cane or natural indentations and
marks on the stone were accepted and celebrated throughout the store. This sense of rustic
simplicity and understated elegance makes the store one of its kind.

The traditional craft of bamboo and cane has been used mainly for outdoor furniture,
baskets and smaller products. The flexibility and strength of the cane gave an opportunity to use the material to create a contemporary form of an arch to create display racks, furniture and lighting for the store. Cane was soaked in water to soften it and then heated to form the arch-shaped rack. While thicker cane formed the structure of the racks, thinner ones were cut in half to form the shelves to display the products. Instead of removing the brownish-black charred skin of cane (due to heat), the natural look was celebrated. The skin of the cane was woven in a specific manner to hold the structure in place while also
becoming a design element.

Interior ©Shutterspace

Hanging terracotta lamps made by a local potter with cane structure was designed as an
extension to this philosophy. The retail store also housed a small café. Cafe furniture was
made of cane with an arched structure and stone top. Discarded yellow Jaisalmer stone with rings and blemishes which would otherwise be thrown was used for cafe tables and billing counter.

The main branding wall behind the billing counter was done using traditional hand Lippan
craft with semi-circular motifs from white chhatt sand, wet waste paper mesh and gundar
(natural binder). This lippan wall along with bamboo cladded reception table, cane racks,
bamboo flooring, Jaisalmer stone and hanging terracotta lamps formed the identity of the
store.

Seating Space ©Shutterspace

From the cane racks, to the terracotta lamps, to the Lippan wall- each item was designed to
be hand-crafted by local artisans in the city. Thus the store design was a celebration and a
tribute to these local crafts and artisans.

Retail Design should be such that it communicates the core values of the brand to every
customer who enters the store and takes them through the journey into the brand’s culture
and products- and this store being true to that celebrates organic, natural and artisan-made.

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