Nestled within the 200-year-old Surya Mahal in the heart of Kala Ghoda, Yam finds itself surrounded by the neighbourhood’s architectural history and artistic span. The label, founded by Priya Mittal, has garnered prominence for marrying eclectic modern prints with traditional Indian craft techniques in womenswear silhouettes. In an area that accommodates the pulse of urban life amidst its rich heritage the store feel right at home. A second step in its physical expansion—following its Delhi outpost in Khan Market—Yam welcomes visitors with a mural in shades of blue, reminiscent of Japanese blue pottery. What makes this facade even more captivating is that it was hand-painted by students from the founder’s alma mater, the National Institute of Fashion Technology. It feels like an invitation to step inside and discover what awaits—perhaps this mural is even a subtle homage to one of the label’s strongest signatures: its prints.Designed by architect and interior designer Simran Shukla, Yam’s glass-fronted window invites natural light to flood the space, offering passersby a glimpse of the collections within. This interplay with transparency sets the perfect stage for the brand’s bold, vibrant clothing to command attention. Stripped of excess, Yam embraces a minimalistic approach with natural white walls and terracotta flooring, allowing statement elements like wall masks and other adornments to add layers of depth and intrigue. Unlike cluttered retail spaces where merchandise solely competes for attention, Yam takes a more considered approach. Every piece has room to breathe, ensuring those who step inside can fully immerse themselves in the brand’s aesthetic.