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The Rolling Stones launch RS No. 9 Carnaby (Images courtesy of Universal Music Group/Gavsy Media/The Rolling Stones/Bravado)
The Rolling Stones launch RS No. 9 Carnaby (Images courtesy of Universal Music Group/Gavsy Media/The Rolling Stones/Bravado)

The Rolling Stones open 'world exclusive' flagship store in London on Carnaby Street


Tue, Sep 8th 2020 04:55 pm

The rock ‘n’ roll legends that are the Rolling Stones open their world-first flagship store, RS No. 9 Carnaby, tomorrow at 9 Carnaby St., 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. 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 color. 

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 visualized 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 colors of red and black. The glass floor features many of the bands lyrics, and the fitting rooms are adorned with iconic album artwork from “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 color 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.

Images courtesy of Universal Music Group/Gavsy Media/The Rolling Stones/Bravado

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 rubberized cotton raincoat that features the Rolling Stones logo. More collabs will be announced soon.

One for superfans: 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 customization station – patrons 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 of 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.”

Images courtesy of Universal Music Group/Gavsy Media/The Rolling Stones/Bravado

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