In the post ‘Into Africa‘ from November 2010, I wrote about how I trekked through London to The Darkroom to experience their ‘Into Africa‘ collection. I was not exaggerating when I wrote ‘trekk’. I had caught a train, a couple of tubes and walked for who knows how long, and to my disappointment, I entered the store and there was no inkling of Africa in to store. Mind you, the store is beautifully laid out. The structure is minimal and sleek making you feel like you are in a gallery rather than a retail store.
I have a soft spot for visual merchandising and store concepts, and from the images I had seen in 2010 showing the collection, I was very interested in the experimental approach The Darkroom used to present products from Africa. I really wanted to be in the midst of that.
The Darkroom has now brought the ‘Into Africa‘ collection back online with handmade cards, scarves, jewellery, cushions and more.
SOURCE: THE DARKROOM
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