Tucked away in the bustling lanes of Khan Market in Delhi, the JODI Life retail store stands as a vibrant canvas where fashion meets culture, embodying the essence of Indian craftsmanship in every thread and texture. JODI Life, an India-based fashion brand, celebrates India’s rich craft heritage through distinctive, culturally inspired designs, using natural textiles and artisanal techniques such as hand block printing, bandhani dyeing, and hand embroidery. 

Understanding JODI’s ethos, the design team at Alkove-Design sought to reflect the brand’s celebration of skilled artisans and time-honoured traditions while creating a modern and engaging retail space. The brief centres on crafting an immersive shopping experience – one that narrates the story of India’s artisan traditions and JODI Life's commitment to creating enduring, handcrafted designs.
 

Drawing inspiration from the architectural beauty of Kutch’s traditional homes, the interiors feature earthy, muted tones complemented by intricate white mural-style detailing. These murals, inspired by JODI's unique prints and motifs, bring an artistic flair that resonates with the brand's identity and commitment to preserving handcrafted artistry. The subdued backdrop allows the colourful, intricately designed garments to shine while mirroring the rich cultural influences that define JODI. This carefully curated space invites customers to immerse themselves in a world where heritage and contemporary design converge, offering a deeper appreciation for the intricate patterns and vibrant hues of the JODI Life collection.

The design also features organic, flowing shapes that soften the store’s ambience, fostering a sense of fluidity and warmth. A striking monolithic centrepiece, conceived by the design team, serves as both a counter and seating area, adding a sculptural element to the space. This multifunctional piece enhances the store's layout, acting as a visual anchor and offering a moment of pause amid the vibrant retail environment. Adorned with hand-painted white motifs, the centrepiece echoes the artisanal touch found in Kutch’s wall art traditions.

To further elevate the artisanal atmosphere, the design team introduced hand-painted tiles throughout the store, each featuring patterns inspired by JODI’s dress designs. These tiles add a unique decorative element to the space, enhancing the store's aesthetic with vibrant, textile-inspired motifs. Additionally, some of these tiles were creatively repurposed into functional hooks, merging practicality with artistic appeal. This thoughtful integration of design and function creates a seamless connection between the brand’s clothing and the store’s interiors, weaving the essence of JODI into every corner of the space.
 

“Securing a space in Khan Market, one of Asia's most iconic hubs, is no small feat. Though compact at 265 sq ft, Alkove-Design has masterfully transformed it into a quintessentially 'JODI' haven. Every detail, from the thoughtful storage solutions to the appliqué curtains, intricate motifs, and hand-painted murals adorning the ceiling and storefront, reflects the essence of JODI—where design meets soul,” mention the Jodi co-founders, Gauri Verma & Karuna Laungani.
 

This space beautifully marries traditional influences with modern retail needs, creating an engaging sensory experience for customers. Thoughtfully crafted by the team at Alkove-Design, it embodies JODI’s unique brand identity –  a modern retail environment infused with Indian artistry, enhancing customer engagement in a beautifully curated space.

Fact file

Project name: JODI Life Store

Design firm: Alkove-Design

Area (in sqft): 265 sq ft

Location: Khan Market, Delhi

Principal Designer/s: Ar Komal Mittal and Ar Ninada Kashyap

Photographer: Tanuj Ahuja