Jaypore
The brief for Jaypore’s new flagship store entailed developing a new retail identity that would highlight the idea of local design with a global connect to appeal to a wider segment of design-conscious shoppers. Breaking rank with the other brick-and-mortar stores in the country, we created a modular, immersive retail experience reflecting the brand’s core values and unique Indian signature.
Client
Aditya Birla Fashion and Retail Ltd
Year
Area
2020
3000 sqft
Team
Aastha Batra, Asha Sairam, Parija Chandra, Pooja Rathi, Tanuj Biyani
Photographer: Ravi Asrani
The layout is derived from the concept of a typical Indian courtyard. Painted in terracotta red, the ceiling is accentuated with brass lamps that create a warm and inviting ambience.
The interiors feature an earthy, pared-down canvas to highlight the merchandise, with inserts of brass adding a layer of understated elegance.
Timber slats behind the carrodust stone billing counter are engraved with patterns derived from Indian textiles. The colour sequence changes with a shift in vantage point, creating a sense of playful dynamism.
Square timber members, with each side stained a different colour native to India, including henna green, ochre yellow, indigo blue, and terracotta, are arranged to form a triangular pattern within the stairwell
A distinctive triangular motif that draws from a variety of textile traditions, including phulkari, shibori, ikat and kanjeevaram, is employed as a leitmotif throughout the space—a nod to the malleability of hand-craft and the precision of geometry.
The brand also has an extensive range of jewellery and accessories that is showcased in an intimate shop-in-shop themed pocket with collections placed in haberdashery-style cabinets. A playful composition of various display devices against the dark backdrop helps highlight each product.
A light, perforated skin of geometric latticework wraps around the store exterior, with its phulkari-inspired, gradated patterns designed to create a sense of movement and visual dynamism.
The first of several new stores that will showcase the brand's revamped identity, an attempt has been made to highlight its core values of preserving and celebrating the country's repository of craft forms through its spatial experience.
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Awards & Features
