Rock ‘n’ roll band the Rolling Stones are set to open a world-first flagship store, RS No. 9 Carnaby, at 9 Carnaby Street in London’s Soho. 

The new store, created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, will feature all the hallmarks of the band and include exclusive new fashion and merchandise under the RS No. 9 Carnaby brand.

“Soho has always encapsulated rock ’n’ roll, so Carnaby Street was the perfect spot for our own store,” The Rolling Stones said in a statement. “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 include exclusive and contemporary collaboration pieces for fans of all ages, including men’s, women’s and children’s fashion and accessories. Additional merchandise will be available as well, including glassware developed with Baccarat engraved with the Rolling Stones tongue, chairs and scarves from The Soloist and raincoats and hats from premium Swedish raincoat brand Stutterheim. 

The store will also introduce Stones Red, the official color from Pantone, which is established from the first use of the band’s logo. A collection celebrating the Rolling Stones’ official Pantone color will also launch with the store.

Jointly curated by the Rolling Stones and Bravado, the shop fit follows the brand colors of red and black and the glass floor features lyrics, while the fitting rooms are adorned with iconic album artwork. The band’s continuing album and single releases will be at the heart of the shop’s pulse and Bowers & Wilkins speakers will play tracks from the band including the upcoming release of the remastered “Goats Head Soup” album and “Scarlet” single. The store’s window features a world first soundwave installation – taken from the opening to the 1966 track “Paint It Black.”

“With this innovative partnership, the Rolling Stones add yet another cultural touchpoint to their rich legacy,” says Mat Vlasic, chief executive officer, Bravado. “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.”

The shop opens on Sept. 9, with merchandise available both in-store and online.