Flagship Store for JAYPORE
The Flagship Retail Space Revamps Jaypore’s Brand and Spatial Identity, Preservingits Focus on Craft-Inspired Storytelling While Giving it a Fresh Facelift
A mid-luxury clothing and lifestyle brand, Jaypore celebrates the delicate artistry of handmade products and high-quality craftsmanship. Having recently been acquired by the Aditya Birla Group, the design brief for its flagship store entailed developing a new retail identity that would highlight the idea of local design with global connections to appeal to a wider segment of design-conscious shoppers.
The brief underscored the renovation of an existing structure and called for subtle design interventions that break rank with other brick-and-mortar stores in the country. The design intent was to create a modular and immersive retail experience reflecting the brand’s core values and unique Indian signature.
INTERIOR: Studio Lotus
Photographer: Ravi Asrani
The store spans 3,800 sq. ft. across two levels. Among the primary design interventions is the flexible, courtyard-inspired layout comprising a central display area for new collections launched periodically by the brand. The absence of a false ceiling over this space creates a shift in volume that enhances the viewer’s sense of scale. Painted in terracotta red, the ceiling is accentuated with brass lamps that create a warm and inviting ambiance. The peripheral display enclosing this courtyard features custom-designed portals for a systematic and personalized shopping experience.
The interiors feature an earthy material palette, providing a pared-down backdrop for the merchandise. Lightly textured Shera board walls imbue the spaces with a tactile quality. A distinctive triangular pattern that draws from a variety of textile traditions, including phulkari, shibori, ikatandkanjeevaram; runs as a common thread through the store, finding expression in the grey tiled flooring, the fabric sandwiched glass partitions, and the timber display units. It is also stenciled and printed on the walls of the trial rooms and the staircase.
The peripheral display niches in Shera board are framed within portals of Carroduststone, subtly accentuated by joinery details in brass and powder-coated MS. The display is further enhanced by careful layering of lighting. A cove along the ceiling with flexible track lights highlights merchandise in the peripheral display. Wash lighting on the walls pick up the texture on the Shera board panels, imbuing the space with a warm, diffused glow. The mid-floor units are also custom-designed, using a combination of MS, stone, and brass.
The brand also has an extensive range of jewelry and accessories that is showcased in an intimate shop-in-shop themed pocket with collections placed in haberdashery-style cabinets. Niches in the walls feature vertical displays showcasing miscellaneous visual merchandising that can be replaced easily.
A vibrant lenticular installation forms the backdrop to the billing counter; composed of timber slats, it is engraved with patterns derived from India’s textile crafts. The sequence of colour on the slats changes with the change in vantage point, adding an element of surprise to the space. Square timber members, with each side, stained a different color native to India, including henna green, ochre yellow, indigo blue, and terracotta, are arranged to form a triangular pattern within the stairwell—yet another spatial installation that establishes a deeper brand connection and anchors the customers’ retail experience.
The design of the store’s three-story facade is the hallmark of the rebranding exercise, an example of intricate craftsmanship coming together in harmony with cutting-edge engineering. The result of several iterations, a light, perforated skin of geometric latticework made of routered fiber cement boards wraps around the store’s exterior, with its gradated patterns creating a sense of movement and visual dynamism. Jaypore’s bold signages in dual languages and its instantly recognizable ‘J’ logo contrast against this light and muted expression, akin to a giant billboard that creates a distinct identity for the store and the brand. Viewed at dusk, the illuminated building appears like a beacon suspended above the streetscape.
The interiors of Jaypore’s flagship store unite the malleability of craft with the precision of geometry. 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’srepository of craft forms through its spatial experience. By employing storytelling as a critical driver of brand awareness and recall, the design creates a memorable experience for shoppers while paying homage to the subcontinent’s textile traditions.