Soiree was launched in 2010. Soiree opened its first store in Sharjah, UAE, followed by a second store in Jeddah, Saudi Arabia soon after. Soiree has stores throughout Saudi Arabia, UAE & most recently Qatar with further plans to open more locations this year throughout the Gulf region. Soiree carries sensual lingerie, beauty and playful accessories and prides itself on presenting these premium products in a plush boutique setting. Brand Personality: With Soiree being very targeted in terms of the audience and brand image, this exercise was much easier to work on than that of a more complex brand like Nayomi. The Soiree brand team agreed that the Soiree theme and tone of voice would be all centred around the concept of DARK PRINCESS. All aspects of the brand from store design to marketing, VM and product development would encompass this one key message. Other words that encapsulate the Soiree brand personality and translate through the store design and customer experience are below: ​ Dark Princess Aristocratic Luxurious Extravagant Exciting Unexpected ​ What we came up with was the ultimate retail environment for the discerning customer to purchase exquisite lingerie and accessories in a beautiful setting of ornate decorative mirror finishes, plush fabric seating and walls, gorgeous reflective wallpaper, and bespoke quirky pink crystal chandeliers. Soiree’s store design is made up of beautiful range of hues from shades of feminine pink, contrasted with moody grey and black details, with reflective surfaces throughout to create a sweet boutique atmosphere

9 Jun 2019