RS No.9 Carnaby is the only flagship store for The Rolling Stones, located along iconic Carnaby Street, which has been the heartbeat of the West End of London’s music, fashion, cultural scene for over 60 years. The store is located within a protected heritage building, so to respect the history of the façade, the storefront is painted black, inspired by the iconic Stones song, creating a sophisticated, understated edifice identified only by “tongue” bus stop signs and tone-on-tone lettering. Inside, the store comes to life with a full height video wall inspired by The Rolling Stones’ No Filter Tour stage set that can adapt to host events. In the windows is an art installation of a soundwave representing first verse of the song “Paint It Black”. The ‘Paint It Black’ theme is continued throughout the store with a muted palette of black and dark grey tiles, wood and metal finishes accented by pops of the exclusive Pantone Rolling Stones Red. Suspended U-bar fixtures can rotate and adapt to keep the store fresh. Customers get a glimpse of more excitement downstairs via the glass floor covered in classic song lyrics. Down the iconic red stairs, the experience continues with a Sound Room where customers will be surrounded by red 3D acoustic panels and a Mirror Room where The Stones’ lyrics steal the show. The age of the building made for a challengingly small footprint, and existing building conditions were leveraged to turn previously unusable space into key customer journey moments.