Goan furniture brand Josmo opens a flagship store MumbaiDesigned by founder Anjali Modi to reflect a contemporary vision of Indian design craft.
with India’s interior design market is growing rapidlyJosmo is one of the many emerging homegrown brands.
The Mumbai store is the company’s first outside Goa, where it was founded by Modi in 2010.
As creative director, Modi designed the retail space in line with the brand style, which she describes as “witty, elegant and unapologetically unique”.
“We wanted it to feel like stepping into a world where every detail whispers Josmo,” she told Dezeen.
“Think sculptural forms, clay textures and just the right amount of drama. It’s warm, intense and bold – a space where each piece tells its own story but still feels part of a larger narrative.”
The store is located on Annie Besant Road, a major road passing through the Worli area of Mumbai.
Modi divided the interior into a series of zones, highlighted by shapely details including custom shelving systems, elevated platforms and tassel installations hanging from the ceiling.
“This fringe moves slightly with the breeze from outside, creating the most beautiful romance between motion and stillness,” Modi said.
Many of the surfaces have a rough texture, created with a coating of waste sawdust sourced from the brand’s factory. These include a sculptural bookcase that frames the entry space.
The showroom opened with an inauguration ceremony in November design mumbai blond.
It showcases the latest collection of Josmo, which began in Design Mumbai, as well as best-selling pieces from previous furniture and homeware series.
The 2024 collection highlights Josmo’s ambition to combine digital manufacturing technologies with the handmade traditions of India, resulting in a contemporary interpretation of design craft.
This often creates stunning combinations of form and texture, as seen in products such as the Nanyuki dining table and Marrakesh console.
“We are rooted in the rich craft traditions of India, but are absolutely modern in how we think, mix textures and play with forms,” Modi said.
“It’s about creating pieces that feel like they’ve been there forever, yet still make you stop and say wow.”
Many pieces also contain playful references, which are reflected in their names. The Biscoff side table, Cadbury box and Chip coffee table are all inspired by sweet treats.
The showroom also includes a space where Josmo can present the interior of an entire room, as well as a material library where customers can browse different fabric and finish options.
The store is part of a long-term growth strategy for Josmo, which is also set to open two factories with sub-brand Josmo Minis and expand into accessories.
“The Mumbai showroom marks the beginning of an exciting chapter for Zosmo,” Modi said.
“We are looking to expand our reach in India and internationally, focusing on building partnerships, enhancing our unique offerings and participating in global design forums,” he said.
“Innovation and sustainability will remain at our core as we continue to create timeless designs and nurture the incredible team and community that make Zosmo thrive.”
Photography is courtesy of Josmo.
