Rolling Stones' world-first flagship store opens in London's Soho.

The iconic tongue-and-lips symbol is everywhere so there is no mistaking which rock group this new shop is dedicated to.

The Rolling Stones' world-first flagship store, ‘RS No. 9 Carnaby’ right in the heart of London’s Soho, at 9 Carnaby Street, is now open.

Created in partnership with Bravado, the store is home to an exclusive mix of collections and collaborations for fans of all ages, and features a bespoke T-shirt customisation station. Framed in an exceedingly contemporary red and black shop fit, visitors can explore the diverse product offering whilst listening to tracks from the greatest rock ‘n’ roll band in the world.

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 are 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. 

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. 

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 also introduces "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 exciting collabs will be announced soon. 

One for superfans 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 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.”

It is a bold time to launch a permanent retail space in London as the Covid-19 has posed a very challenging economic environment that is threatening big city centres.  However RS No.9 Carnaby Street is expected to provide a major long-term boost to music tourism in the capital, as one of the most iconic music British brands and bands of all time, launches this unprecedented experience on London’s historic Carnaby Street in Soho, which has been synonymous with British music culture since the sixties.

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.”

Bravado is a leading global provider of consumer, lifestyle and branding services to recording artists and entertainment brands around the world, and part of Universal Music Group, a leader in music-based entertainment.

Rolling Stones fans not able to visit can also experience it through a bespoke online store and experience which will be going live shortly - https://no9carnabyst.rollingstones.com  

Photos by Sharlotte Ritchie.  Courtesy: THE ROLLING STONES / BRAVADO