The rock ‘n’ roll legends that are the Rolling Stones opened their world-first flagship store, ‘RS No. 9 Carnaby’ on 9th September at 9 Carnaby Street in London’s Soho.
The new store, created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, features all of the hallmarks of the iconic band and includes exclusive new fashion label ‘RS No. 9 Carnaby’. The band’s continuing album and single releases will be at the heart of the shop’s pulse.
The store’s windows feature a world first soundwave installation – taken from the opening to the 1966 hit track ‘Paint It Black’. The audio of the beginning of the iconic song is visualised as a soundwave and reinterpreted into a striking red metal sculpture.
Jointly curated by the Rolling Stones and Bravado, the shop fit follows the brand colours of red and black. The glass floor features many of the bands lyrics, and the fitting rooms are adorned with iconic album artwork; Exile on Main Street (1972) and Some Girls (1978).
Inside, there is an exclusive and curated mix of collections and collaborations for fans of all ages. The store will also introduce ‘Stones Red,’ the official colour from Pantone which is seen in the design elements of the store as well as an exclusive apparel and accessories collection.
Sound, vision, and lighting
Sound, vision, and lighting are key store components. Five, 90 inch portrait screens display a film made exclusively for the store showing footage across the rich history of the band. Speakers from high end British audio brand Bowers & Wilkins will play tracks from the greatest rock ‘n’ roll band in the world.
The store also features a bespoke T-shirt customisation station. Customer can choose from an array of exclusive designs on the touch screen menu to create something unique.
The Rolling Stones said: “Soho has always encapsulated Rock ’n’ Roll so Carnaby Street was the perfect spot for our own store. We are confident this exciting project that our friends at Bravado have created will be an unrivalled experience for everyone to come to London and enjoy.”
Mat Vlasic, CEO, Bravado said: “With this innovative partnership, the Rolling Stones add yet another cultural touchpoint to their rich legacy. RS No. 9 Carnaby is the result of years of planning and decades of building one of the world's most recognized brands. It creates a destination where fans can connect and immerse themselves in the music, style and spirit of one of the world's most iconic and beloved bands.”
