Cane Crush by Studio Deshi
The retail identity of the new Farm Se India 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. 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.
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).
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.
Project: Cane Crush
Location: Ahmedabad, India
Design House: Studio Deshi
Principal Architects: Devanshi Doshi and Shivam Vaidya