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First Look: Rolling Stones paint it black (and red) at their first-ever store

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The Rolling Stones have opened up shop in London. 

The legendary rock-and-rollers have opened a flagship on Carnaby Street in London’s Soho. Outfitted entirely in the band’s signature colors of black and red, RS No. 9 Carnaby is a collaboration between the Rolling Stones and merchandise/brand management company Bravado, which has previously opened pop-ups for the likes of Kanye West and Billie Eilish.

The two-level store is filled with branded merchandise, with many items featuring the band’s famous lips-and-tongue logo. It also boasts a T-shirt customization station where customers can choose from an array of exclusive designs on the touchscreen menu.

RS No. 9 Carnaby is designed to offer customers an immersive Stones experience – starting with the exterior. Audio of the band’s iconic “Paint It Black” hit has been visualized as a soundwave and reinterpreted into a red metal sculpture in the storefront windows. 

The interior has several photo ops, including a super-sized sculpture of the band’s logo. The space also features a glass floor complete with Stones’ songs lyrics, five video screens showing footage of the band over time and fitting rooms whose walls are covered with album artwork. The background music is, of course, by the Stones.

The store’s location is fitting. Carnaby Street was a center of the 1960s “Swinging London” music and fashion 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.

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