The Handbook
The Handbook
The Rolling Stones-Claude Gassian

You can’t always get what you want, but if you try sometimes, you might just find it on Carnaby Street. Well, if you’re a fan of The Rolling Stones anyway, as the legendary British rockers open a flagship store on the iconic shopping street. 

‘RS No. 9 Carnaby’ will launch on 9th September in the landmark known for being the heart of London’s swinging 60s and a place intrinsically linked with Britain’s music scene.

Stocking a range of Rolling Stones fashion and merchandise, the destination is sure to bring back some of that cultural magic to Carnaby that’s been lost to a host of chain restaurants, Prets and high street behemoths in recent years. 

Expect to pick up collaboration pieces for fans of all ages, from baby clothes to very 2020 face coverings. There will also be interiors pieces for diehards who want to stock their kitchen cupboards with the famous Rolling Stones tongue covered glassware, as well as chairs by The Soloist and raincoats from Scanic chic brand Stutterheim. 

Fans of the band and design enthusiasts will be equally pleased to hear that the store is set to introduce a brand new Pantone colour too.  ‘Stones Red’ has been established from the first use of the band’s iconic logo, an unapologetic, vibrant, rock ‘n’ roll red. 

With a collective age of 306 years and a history less than savoury, it’s a wonder Mick, Keith, Ronnie and Charlie are still going, let alone part of a band opening a bricks and mortar store in post-pandemic times.

RS No. 9 Carnaby will be 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.

But the store launch goes to show the foursome’s timeless cool that’s managed to transcend over fifty years and permeate music pop culture. Their latest single, a collaboration with Jimmy Page, titled Scarlet even featured man-of-the-moment, Normal People’s Paul Mezcal drunkenly dancing in a lockdown, eerily quiet Claridge’s hotel.

Though stocked with all the Stones’ paraphernalia you could wish for, RS No. 9 Carnaby is set to become a destination experience for fans too. Continuing album and single releases will be at the heart of the shop’s pulse and speakers from British audio brand Bowers & Wilkins will play tracks including the upcoming release of the remastered Goats Head Soup album.

For Instagram ops, there will also be a glass floor featuring lyrics from some of the band’s best-loved tunes, while the fitting rooms will be decked out in The Rolling Stones’ album artwork. In the windows, the world’s first soundwave installation, taken from the opening to the 1966 hit Paint It Black. 

The band released a statement (or rather their people did, as it sounds deeply un rock ‘n’ roll) on the store earlier in the week explaining, “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.”

We’ve no doubt fans will be seriously satisfied with the store opening, turning up by the shedload come 9th September. 

RS No. 9 Carnaby will open on 9th September 2020

www.rollingstones.com

@rollingstonescarnaby