Step inside, and you’ll hear non-stop Stones tunes, look down and the glass floor features lyrics, while the fitting rooms are splashed with classic album artwork. Its racks will carry fashion and merchandise lines, exclusive product and music, among other goodies.
The new space is just a stone's throw from the Oxford Circus Underground station, and it's sure to become a popular tourist destination.
“Soho has always encapsulated rock ’n’ roll so Carnaby Street was the perfect spot for our own store,” Mick Jagger and Co. say in a statement. “We are confident this exciting project that our friends at Bravado have created will be an unrivaled experience for everyone to come to London and enjoy.”
The shop (in-store and online) is curated by the Rolling Stones in partnership with Bravado, Universal Music Group’s merchandise and brand management business.
RS No. 9 Carnaby, explains Mat Vlasic, CEO at Bravado, “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 opening of the new store coincides with the reissue of Goats Head Soup with three previously unreleased cuts, including "Scarlet" featuring Led Zeppelin's Jimmy Page on the guitar and Blind Faith's Rick Grech on bass.
The classic LP is due to drop Sept. 4 in multiple-disc standard and deluxe CD and vinyl sets, via Universal Music Group.
The Hall of Famers started-up the thrills on July 9 with the release of their long-lost track "Criss Cross," and then on July 22 when "Scarlet" arrived.
Take the virtual tour of No. 9 Carnaby below.