In the heart of Ahmedabad’s dense urban fabric, Veggiebell Exotics offers more than just organic produce—it offers an experience. Designed by InSquare Designs, the studio helmed by Aman Soni and Janki Soni, the store brings together material intelligence, rooted aesthetics, and contemporary retail planning to create a space that is as mindful as the lifestyle it promotes.
With the brand evolving from an online organic platform to a physical retail store, the brief was clear: build a space that reflects the values of health, nature, and sustainability without following the traditional template of a crowded vegetable mart. The design had to be modern yet rooted—sophisticated, yet undeniably organic.
From the street, the store’s full-height glass façade ensures it stays connected to the flow of life outside while allowing natural light to illuminate the interiors throughout the day. The entrance welcomes customers with a calming palette of earthy browns, greys, and neutral wood tones that mirror the warmth and rawness of natural materials.
One of the standout features is the use of cow dung, lime, and fenugreek seed wall textures—an age-old combination known for its antibacterial and climate-regulating properties. This treatment not only evokes the rural origins of food cultivation but also regulates air quality and temperature within the store, enhancing the freshness of the produce.
The layout follows an open plan, with low-height reclaimed wood and recycled metal display racks offering clear sightlines and an unobstructed shopping experience. At the rear of the store, a discreet preparation area includes a fresh juice counter and vegetable chopping station, built for efficiency and flow without disturbing the visual harmony of the space.
Subtle details, like mosaic tile work at the reception and banana fiber accents, balance functionality with aesthetics. The design creates a setting where customers are encouraged to linger, explore, and reconnect with the tactile pleasures of food and sustainability.
InSquare Designs, an architecture and interiors firm based in Ahmedabad, is known for its ability to craft sensory-driven retail spaces that align deeply with brand stories. Their approach blends innovation with heritage materials and context-sensitive design, creating experiences that resonate beyond function.
In Veggiebell Exotics, they’ve not only designed a vegetable store—they’ve designed a movement. A quiet, rooted, breathable space that gently nudges you toward a better way of living.
Join the discussion