18/02/2026
In 2025, we were invited to design a flagship store for Crossword in Jaipur. This was one of their earlier stores in the city, and over time it had fallen into disrepair. The design language felt layered, dated, and out of step with the present.
We carried forward the store design system we had been developing for other locations, while building on it with new interventions. The space was reorganised into distinct sections—each defined by product category—yet kept visually open and permeable. Gateways were introduced to create moments of enclosure without closing off the plan.
New display tables were designed, drawing subtly from the architectural character of Jaipur. The stepped levels allow products to be seen at varying heights, creating rhythm and movement across the floor. The wall fixtures were designed and supplied by
A graphic ceiling feature references patterns found in the old city. It anchors the store to its location—quietly rooting it in Jaipur without becoming literal. This continues to be an area of interest for us: how to create design standards that are economically viable and brand-consistent, yet flexible enough to respond meaningfully to context. The challenge is to do so without slipping into kitsch or predictability.
As part of our original proposal—though not adopted yet by the brand—we suggested moving away from the standardised gift merchandise now seen everywhere. Instead, the store could celebrate young designers from Rajasthan who reinterpret traditional craft techniques with fresh perspective.
The renewed store feels warm, open and welcoming. As always, there is more to be done.
