For the 2012 Cape Town International Book Fair, Wits University Press asked Farm Design to design, build and set up their exhibition stand. Though the floor space was only 12m x 3m, the stand had to display more that 200 books, be able to hold more stock (in the back), have a sales area and also a meeting area. The stand also had to be self-standing. We achieved this by designing a triangular frame that supported all other elements and that also effectively created the different areas that the client required.
Upper Eastside is a mixed-use development by Redefine Properties. Farm Design built on the idea of “Live, Work, Play” and “Buy, Rent, Stay” to appeal to both residential and commercial tenants and to the buy-to-rent market.
Advertising graphics was printed on translucent film and used to screen off areas still under construction.
Farm Design designed and produced this stand for HSRC Press at the cape Town International Book Fair. HSRC Press is one of the largest social science publishers in Africa and the client wanted to emphasize this point.
The backdrop for the stand had a big cutout with bookshelves carrying stock that was for sale at the fair.
Farm Design was asked to design and build an exhibition telling the story of the struggle for housing for black people in the Western Cape. Groups of women from Modderdam, Crossroads, Nyanga Bush and KTC won the right for African women and men to live with their families and work freely in the Western Cape. They did this with political ingenuity in the face of an apartheid Government whose officials used the law, the police, the army and finally vigilantes to fight them.
The exhibition had to be self-standing, portable and durable. Farm Design designed interlocking card board panels onto which the graphics were printed. This material also referred to the flimsy impermanent nature of the shelters that was “home” for so many people.
The exhibition opened in St. Georges Cathedral in Cape Town, then travelled to the Slave Lodge and Guga S’thebe Hetitage Project in Langa.
This story, fore-grounded by the group from Nyanga Bush that fasted in the Cathedral, reveals the deep pain, suffering, and structural violence African women and men experience at a particular moment in the history of the City of Cape Town. The telling of this story, thirty years after the event, evokes a much larger narrative that lies behind and beneath the fast – how thousands of black women and men, classified as African, eventually broke the back of influx control in the western part of the Cape Province.
Farm Design was asked by one of South Africa’s largest property developers to design and build an exhibition stand at a retail conference. the purpose of the stand was to attract retailers to a new shopping centre that was being built. We incorporated elements of the design of the new centre into the stand.
The HSRC Press asked Farm Design in 2010 to repeat and build onto the very successful stand design of the previous year. The panels were primarily used to display the most important publications of the year, but also carried and displayed books for sale at the event.
For the 2009 Cape Town International Book Fair, Farm Design designed a display stand from recycled and recyclable board. The panels clipped together to form a self-standing structure. Stools that doubled as storage areas were made from recycled wood.
Hip Hop clothing, a small independent fashion brand specialising in women’s evening wear, asked Elsabe Gelderblom to redesign their store in Claremont. We also handled the complete installation of all finishes and fittings.
Hip Hop clothing, a small independent fashion brand specialising in women’s evening wear, relaunched its retail store in Tyger Valley shopping centre with a bright, clean and welcoming new design. Elsabe Gelderblom was contracted to design the interiors, signage, furniture and fittings as well as manage the installation of the store.
Elsabe Gelderblom and Kathy Page Wood designed a campaign for Hip Hop clothing, a small independent fashion brand specialising in women’s evening wear. The campaign was to showcase an iconic South African brand for “wild” and daring women. The images created were used in advertising and as window displays. Photography was done by Gerda Genis.