Rolling Stones to take on retail with flagship store

Marianne Wilson
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The Rolling Stones are ready to paint the town red and black. 

The legendary rock-and-rollers will open a flagship on Carnaby Street in London’s Soho shopping area on Sept. 9. Called RS No. 9 Carnaby, the store will showcase the band’s signature colors of red and black. The windows promise to attract attention with what is billed as “a world first soundwave installation,” taken from the opening to the Stones’ 1966 hit, ‘Paint It Black’.

[Further Reading: The Rolling Stones get a gig with an unlikely retail partner]

The interior will boast a glass floor complete with lyrics from Rolling Stones’ songs. The fitting rooms will be decorated with iconic artwork from the band’s many albums. The band’s album and single releases — new and old — will play over special speakers.

The store will also introduce “Stones Red,” the official color from Pantone established from the first use of the band’s iconic logo. A collection celebrating the color will launch with the store.

Jointly developed and curated by the Rolling Stones and the merchandising company Bravado, the store will sell exclusive merchandise under the ‘RS No. 9 Carnaby’ brand, with items for men, women and children.  The collections include fashion and accessories, along with special glassware developed with Baccarat and engraved with the Rolling Stones’ iconic tongue logo.

“With this innovative partnership, the Rolling Stones add yet another cultural touchpoint to their rich legacy,” Mat Vlasic, CEO, Bravado. “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.”

The store’s location is fitting. Carnaby Street was a center of the 1960s Swinging London music and fashion scene. The Rolling Stones figured prominently in the scene.

“Soho has always encapsulated rock ’n’ roll so Carnaby Street was the perfect spot for our own store,” The Rolling Stones said in a statement. “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.”