The Naversana brand was created by the Japanese concept shop AMERICAN RAG CIE and offers women wearable clothes with a foundation in traditional Indian craftwork. This store was the first dedicated completely to this single brand and was opened in Japan's Chubu region. The concept for the store is "a forest enveloped in a white mist" and a feeling of floating in midair is created in the façade by applying a special milky-white film to clear glass. Jamo replaces the usual floor plan of an easily recognizable main route for foot traffic through the space with a plan that uses numerous large timbers strategically placed throughout the store whereby customers can feel they are wandering through a forest. Rough timbers, antique furniture, and simple fixtures and wall finishings reflect diverse styles and materials but are all finished in pure white to bring out the natural charm of each material and at the same time contribute to the space's dreamlike atmosphere.