RS No.9 Carnaby St
- Services
- Interior Design
- Sector
- Retail
- Location
- London, UK
A two-floor Stones flagship in Soho
The Rolling Stones’ first permanent flagship retail store, on Carnaby Street in Soho.
Benoy designed the interior of RS No.9 Carnaby, the Rolling Stones’ first permanent flagship retail store, developed by Bravado, Universal Music Group’s merchandise and brand-management company. Located at 9 Carnaby Street in London’s Soho, beneath the historic Spirit of Soho mural, the 2,530-sq-ft store spans two floors.
235m²
A retail interior built around the band’s identity
The Rolling Stones’ visual and musical identity is translated into specific design elements throughout the store rather than applied as decoration. Five 90-inch portrait screens loop a 30-minute film of archival footage spanning the band’s six-decade career. A glass floor carries band lyrics through the ground floor. Two large 3D-printed lips sculptures, the band’s most recognisable graphic signature, anchor the storefront and interior. The fitting rooms feature artwork from Exile on Main Street (1972) and Some Girls (1978). In the windows, a soundwave sculpture renders the opening of the band’s 1966 hit “Paint It, Black” in red metal: an audio waveform translated into three-dimensional form. The interior palette pairs Pantone’s bespoke “Stones Red” with black, with Bowers & Wilkins speakers playing the band’s catalogue throughout.
Flexibility for an evolving product mix
The fixturing is designed to adapt to the band’s continuing releases and seasonal merchandise drops. The store carries Bravado’s exclusive RS No.9 Carnaby fashion line alongside collaborations with Baccarat, Stutterheim and The Soloist, with capacity to refresh continuously.
