STUDIOJ creates a contemporary retail identity for DEVO in Jalandhar

Some stores are built to sell clothes. Others are built to tell a story. DEVO's new 3050 sq ft store in Jalandhar, designed by STUDIOJ, tries to do both by borrowing from something every Indian household knows: the Toran.

DEVO is Siyaram Silk Mills' premium menswear brand for weddings and festive occasions, and with 19 stores across 12 cities, it has been steadily expanding its footprint in North India. For this store, STUDIOJ took on the full journey, from the façade and layout to lighting, materials, and the little visual cues that make a space feel like a brand rather than just a shop.

“The brief was to create a retail environment that felt modern, contemporary and premium while still reflecting the ethnicity, culture and stories intrinsic to DEVO,” says Jenny Andrews, Founder and Director of STUDIOJ. “We wanted to keep the design simple and refined, while bringing in a strong cultural narrative through elements such as the brand colours, the peacock story and the regional identity of the market.”

A facade that welcomes you in

The Toran-inspired thinking begins at the façade, where a scalloped ACP elevation in warm bronze-gold creates a strong street presence. A large backlit image of a DEVO-clad groom anchors the elevation, while the white 3D DEVO wordmark and Gurmukhi lettering bring the brand and its regional identity together.

Inside, a wedding-inspired palette of pastel peach, maroon and bronze-gold runs across the store. Fluted panels, bronze mirrors, wood, gold detailing and CNC-crafted patterns add depth while keeping the merchandise at the centre.

“The material palette was developed to create a premium and distinctive environment while also keeping scalability in mind,” Jenny explains. “We deliberately selected materials and finishes that could be sourced and executed consistently across different parts of India, such as the rose-gold PVD finish and premium tiles.”

Designed around how occasionwear is shopped

The ground floor houses shirts, trousers, kurta sets, jackets and footwear. A circular maroon-and-gold DEVO ceiling installation, father-and-son mannequin display and CNC pattern wall create key visual moments, while the cash counter carries the ‘Made of India’ tagline.

The first floor moves into occasionwear, with separate areas for Indo-Westerns, Suits, Jodhpuri suits, Sherwanis and Bespoke. A Regional VM wall draws from Punjab, while accessories and footwear are placed close to the occasionwear, which makes it easier to build a complete look rather than shop for a single garment.

Lighting has been approached with the fabrics in mind. High-CRI 3500K downlights and wallwashers highlight colour and embroidery, while cove lighting defines different sections. The trial rooms use front-lit arched mirrors, and the large DEVO ceiling installation doubles as a lighting element.

A format built to evolve

With DEVO already operating 19 exclusive stores across 12 cities, scalability was a key consideration for STUDIOJ. The core palette, materials, facade language and design elements can adapt to different store sizes and locations while retaining a consistent brand identity.

“Scalability was considered throughout, with the materials, finishes, colour palette and facade designed to be adaptable across different locations and property sizes while maintaining a consistent DEVO identity,” says Jenny.

At the same time, the Jalandhar store retains a local character through its Punjab-inspired visual merchandising and campaign content.

“The idea was to establish a recognisable retail language for DEVO while allowing individual stores to incorporate the cultural and geographic character of their specific market,” Jenny sums up.

Design: STUDIOJ

Visual Merchandising: STUDIOJ

Furniture Fittings: Kalakriti

Facade & Signages: CT Sign

Flooring: Kajaria

Lighting: Lafit Lighting

Digital Screen: Purple Wave

Project Management: Team DEVO

Photography: Team DEVO