In the heart of London’s Soho neighborhood, a new, two-floor boutique opens Wednesday featuring an ubiquitous red tongue. The tongue is the centerpiece of the Rolling Stones’ latest venture: a flagship retail shop called RS No. 9 Carnaby Street that the band conceptualized and created and marking the first time a musical artist has launched a permanent retail space. The interior, created in red and black with Pantone’s new official shade “Stones Red,” feels like a sleek boutique fashion outlet rather than an overly branded merch outpost, with glass floors emblazoned with the band’s lyrics welcome customers. Five 90-inch portrait screens play a 30-minute exclusive film on a loop, which includes archival footage from the band’s six-decade career. There are also, of course, two massive red tongues, which were 3D printed especially for the store. For Bravado, RS No. 9 Carnaby Street is intended to exist as a long-term retail endeavor, with evolving seasonal merchandise that pairs fashion-forward trend pieces with more traditional band merch. “It will be ever-changing,” Mat Vlasic, CEO of Bravado, Universal Music Group’s merchandise and brand management company, tells Rolling Stone. “In a traditional retail store you’re planning these things on a very long lead timeline, so we’re doing the… Read full this story
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