Visual Merchandising for NIFT at 17th Toshali National Craft Mela 2023, Bhubaneswar
About Toshali Mela
Toshali Crafts Mela showcases several unique and artistic crafts made by craftsmen and artisans from all over the country. The event is organised by the State Institute for Development of Arts and Crafts (SIDAC), Handlooms, Textiles and Handicrafts Department, Government of Odisha. One of the most popular crafts Mela of India, it is organized every year to provide a right platform for all weavers, artisans and sculptors.
The festival aims at providing a platform for weavers, artisans, craftsmen to sell their products directly without any middlemen. The fair brings buyers and sellers closer together. It also helps buyers understand the time and effort that goes into creating a beautiful product. This fair also aims to strengthen the economic positions of deprived weavers and artisans from all over the country. If you love to explore the cultural alleys, you will surely love to visit this fair at least once in your life. A country's heartbeat lies in its cultural practices. Pandemic situation has proved to be a huge setback for craftsmen who find these fairs and exhibitions the only hope to keep their skill and work alive. The fair is attended by artisans from different parts of the country.
Our task
The 17th Toshali National Craft Mela celebrated the diverse heritage of Indian handicrafts, and we were given the opportunity to create a stall for NIFT by our mentor, Mrs. Susmita Behera. To design and execute the stall, our mentor provided us with a mood board and props. Our concept was to showcase traditional crafts in a modern and contemporary way. We used natural materials such as wood, jute, and bamboo to create a rustic and earthy feel, and the provided props added color and texture. Visitors experienced live demonstrations of different crafts, gaining insight into the skill and craftsmanship involved. Our aim was to create an engaging and immersive experience that celebrated the rich heritage of Indian handicrafts.
Mood board
Props
We utilized the embroidery rings, swatches, and sabai grass rings from the provided props to create an installation on the stall walls, highlighting the beauty and skill of Indian crafts through the use of natural materials and traditional handicraft techniques. Our aim was to create an immersive and engaging experience for visitors at the 17th Toshali National Craft Mela.
Wall installation sketches
3D model of stall
On-site work
Final outcome
