Wits University Press exhibition stand

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 development marketing

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.

Environmental graphics

Advertising graphics was printed on translucent film and used to screen off areas still under construction.

HSRC Press stand at Cape Town book fair

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.

An African story of the Mother City exhibition

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.

Some of the possessions of the original group of people that came to fast in the Cathedral were displayed in the “shack” at the centre of the exhibition.

Exhibition stand for future shopping centre

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.

Hip Hop Cavendish shop interior

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.

The sales desk area.

The shop offered a long view into the store.
Special attention was paid to the fitting room area. That is where all the buying decisions got made.

Hip Hop Tyger Valley shop interior

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.

Hip Hop zebra banners

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.