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Rolling Stones Announce Flagship London Store, RS No. 9 Carnaby

The store has been created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, to offer exclusive new fashion and merchandise.

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RS No 9 logo
Image: The Rolling Stones

In a world first, the Rolling Stones will open a flagship store, RS No. 9 Carnaby, at 9 Carnaby Street in London’s Soho district. It will be open from September 9.

The store has been created in partnership with Bravado, Universal Music Group’s merchandise and brand management company. It will include exclusive new fashion and merchandise under the RS No. 9 Carnaby brand, available both in-store and online.

Commenting on the news and the store’s location in one of London’s most famous streets, with its history that’s so redolent of the “Swinging Sixties” in which the band emerged, 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.”

The collections on offer will include exclusive and contemporary collaboration pieces for fans of all ages. Among them are men’s, women’s and children’s fashion and accessories, and a special glassware has been developed with Baccarat, engraved with the Rolling Stones’ ubiquitous tongue and lips logo. RS No. 9 Carnaby will also feature chairs and scarves from The Soloist and raincoats and hats from premium Swedish raincoat brand Stutterheim.

Another feature of the launch will be the introduction of Stones Red, the official colour from Pantone which is established from the first use of the world-famous logo. A collection celebrating the Rolling Stones official Pantone colour will also launch on the store’s opening.

RS No 9 Carnaby store front

Photo: The Rolling Stones

Rolling Stones music from throughout their ongoing career will provide the shop’s key soundtrack, with Bowers & Wilkins speakers playing a wide range of tracks including from the upcoming release of the remastered Goats Head Soup album and current “Scarlet” single.

The store fit follows the brand colours of red and black, while the glass floor features lyrics and the fitting rooms are adorned with iconic album artwork. The window of the store features a world-first soundwave installation, taken from the opening to their 1966 staple “Paint It Black.”

Bravado CEO Mat Vlasic 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.”

Goats Head Soup is reissued on September 4, and can be pre-ordered here.

Listen to the best of the Rolling Stones on Apple Music and Spotify.

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