Alexander James, a premium menswear brand with international design sensibilities, prides itself of offering superior quality garments that are made in India. Catering to the fashion forward mature male, the brand's debut with its EBO flagship needed to create a statement, brand awareness & impact and exude an urban-posh vibe. The retail identity and store experience was crafted as a 'style bar', that encourages you to break the rules. It caters to the fashion icon in you, and celebrates exploration and experimentation with different styles. Celebrating material, stitch and finish, the gallery-like display gives a sense of curation. Engaging zones include the style carousel with fashion highlights, a trouser browser to amp up the category and an accessories lounge to add in a sense of indulgence.