With a brand new attempt to offer an exclusive experiential retail format to women, Reliance Retail has launched a new multi brand retail entity for women, PROJECT EVE. The store in Inorbit Mall Malad spans across 10,000 sq ft which is a unique concept in premium segment with a strong focus on independent and urbane women in the age group of 25-40. Reliance Retail has plans to expand the new premium retail format in top 10 cities across the country. Project Eve strores also have a café in the stores to come in next few months.
Built with the aim to continuously create and offer innovative service, the store offers a one of its kind experience through its elegant ambiance, in-store salon, personal stylist, plush trial rooms with lounge area along with a curated collection in apparel and beauty. International brands like Saint Tropez and Juna Rose will be exclusively available at Project Eve Store. Apparel collection in Indian and Western wear includes Handpicked brands, own label – Project Eve and an exclusive designer collection by Rahul Mishra. Key brands in Indian and western wear include AND, Kraus, Levis, Vero Moda, Only, W, Swadesh etc.
It is a brand catering to a bolder, more independent audience that’s coming into their own and know what they want; providing classic, curated pieces that will quickly become staples to the woman who won’t hesitate to spend on herself and looks at her wardrobe as an investment.Keeping in mind the modern urbane woman, the store also offers precious jewelry form Gitanjali Jewels, beauty products from the likes of Chambor, Loreal Paris, Isadora etc and Fragrances from Bvlgari, Issey Miyake, Hugo Boss, Gucci, Elizabeth Arden and many more. Project Eve also boasts of the lingerie and beauty segment in a SIS format with Marks & Spencers.
Social Media Campaign :
Project Eve’s retail design is crafted especially around women ensuring the design and service languages speaking loudly for women through a few elements like discovery- based aisle structure, international experience & ambiance, high street store staff or minute-detailing like twin trial room, charging dockets and express check-out at beauty section. The spacious trial rooms have been thoughtfully designed to pamper women with elegance including detailing like side tables, seating space and light modes for day and evening looks.
The brand kicked off its presence on social with a message of confidence and empowerment for every woman. With #MyEvespiration campaign – a social experiment to recognize and celebrate women who inspire one another to be their best selves. With such an ambitious idea, it was a fitting launch with a red carpet and influencers talking about their own part in the #MyEvespiration movement.
The store was launched by Bollywood actor Yaami Gautam with the brand campaign of #MyEvespiration and a social with personalized invites – a unique hand delivered corsage, customized special compliment buttons have been placed around the city prior to the launch.
