WaveRider’s project MILAAP - an iconic retail journey

Adding another feather to their cap, WaveRider Marketing Solutions recently completed an iconic retail project with the MILAAP store project in Kolkata. Residing within a 126-year-old heritage structure, MILAAP is a showcase of what’s possible when a heritage structure is thoughtfully restored and transformed into a modern retail destination.

Located at Shakespeare Sarani, Kolkata, MILAAP spans 12,000 sq. ft. and brings together Rare Rabbit, Rareism, Rare’Z, and Rare Ones under one roof.

From precision fixture manufacturing to meticulous installation, WaveRider played a vital role in balancing modern retail functionality with the heritage charm of the space. Every detail, every curve was carefully crafted to preserve the grandeur of the past while delivering to the demands of contemporary retail.

Sharing his thoughts on the project, Naren Kashyap, Founder of WaveRider Marketing Solutions, said:

“MILAAP was not just another project for us – it was a responsibility to contribute to the revival of a heritage landmark while ensuring that the retail experience matched international standards. Our team’s dedication and craftsmanship made it possible to blend legacy with modernity seamlessly.”

Adding his perspective, Hari Jha, Co-Founder of WaveRider Marketing Solutions, said “At WaveRider, we believe every store has a story. Our mission is to craft spaces that don’t just sell products but create memorable brand experiences. That’s what drives us, and that’s what we deliver – project after project.”

MILAAP was certainly all about driving memorable brand experiences, one enriched with heritage and elegant aesthetics and for WaveRider, it was about partnering with the client to continue an architectural legacy. As WaveRider says, “Our name has been etched in name plate of the brand as a partner.”

Alongside MILAAP, WaveRider continues to expand its footprint across India with several notable rollouts this year:

• Gant – Z Square Mall, Kanpur: A new concept exclusive brand outlet.
• Iconic – Ahmedabad (15,000 sq. ft.): Fixture manufacturing and installation.
• Newme – Vegas Mall, Siliguri: The company’s first exclusive outlet of Newme.
• Rare’Z (Rare Rabbit) – NSP Pacific Mall, Pitampura: Turnkey and fixture execution
• Rare Rabbit – Ardee Mall, Gurgaon: The brand’s first exclusive outlet
• Cashify - 3 EBO store execution completed in Jaipur & one each in Gorakhpur, & Bareilly.
• Airtel – The company’s first execution of Airtel store in Ghazibad.

With its end-to-end capabilities in turnkey civil works, retail interiors, fixture manufacturing, and project execution, WaveRider continues to establish itself as a trusted partner for leading retail brands nationwide.

The company says, summing up its approach, “As the retail industry evolves, WaveRider remains committed to designing, building, and delivering store experiences that combine innovation, functionality, and storytelling.”

*This is a marketing initiative