Devika Sharma


Vraj:bhoomi Flagship Store

Vraj:bhoomi is a women's apparel and accessories boutique based in Ahmedabad. It focusses on the contemporary revival of the craft of Ajrakh. It is dedicated to the cause of creating handcrafted products, working with native Ajrakh craftsmen, usage of sustainable materials and upcycling of waste fabric.The brand is defined by its product's design sensibilities, i.e., flowy silhouettes, vibrant colors, bold patterns and the rawness/ naturalness of the fabric. Hence, the design goal is to create an exclusive destination for selection of its products that helps promote these product features and also communicate other aspects of the brand (i.e., authenticity and sustainability) to the customers.The site chosen for the flagship store is located in the STELLAR complex on SBR road, Ahmedabad.

Report Content

Brand research poster showing product range, product features, competitors, touchpoints and target audience

Design strategies: Design goal, retail format, site selection, zoning, circulation and material palette

Proposed plan

Proposed storefront

Interior view 1: Regular apparel display

Interior view 2: Exclusive apparel display

Interior view 3: Blockprinting area

Interior view 4: Customization area

Interior view 5: Trial area