Short of actual dancing in the street, there will be celebrations in London’s Soho as today marks the grand opening of the Rolling Stones’ first flagship store, RS No. 9 Carnaby. Following its press event held earlier this week, today, the doors of the shop are flung open to members of the public and Rolling Stones fans alike.
The new store, created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, feature all of the hallmarks of the iconic band, as well as the 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. Music will be available to buy including the Goats Head Soup album and Scarlet single along with an exclusive 500 copies of the Goats Head Soup 2020 album in the Stones Red colour.
Meanwhile, 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 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.
Exclusive store collaborations include Chateau Baccarat, from French luxury brand Baccarat, a collection of crystal wine glasses, champagne flutes, tumblers, wine decanter, and a beer glass engraved with the Tongue and Lips of the Rolling Stones.
Other exclusives include The Soloist chairs and scarves and from premium Swedish raincoat brand Stutterheim there is a handcrafted high quality rubberised cotton raincoat which features the Rolling Stones logo. More collaborations will be announced soon.
For superfans, there are the 10 limited edition signed and numbered framed artworks by John Pasche, the original creator of the iconic Rolling Stones logo, which was first used on the Sticky Fingers LP in 1971. The store also features a bespoke T-shirt customisation station where customers 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.”