The moment that we’ve all been waiting for has arrived. Rihanna’s first brick and mortar Savage X Fenty Store has touched down in Paradise, Nevada’s Fashion Show Las Vegas Mall – and we have a first look inside!
The distinctly-purple Savage X Fenty store was unveiled on January 22nd, making it Rihanna’s first physical destination where Savage X Fenty lovers, and new consumers, can purchase the brand’s intimate apparel, loungewear and accessories. Natalie Guzman, the brand’s co-president and chief marketing officer told Vogue, “you won’t be able to walk past these stores and not go in, even if you’re not in the market for lingerie.” And so far, we think she’s definitely right. On the outside, the store features a very futuristic look, and radiating neon color. Fuschia, emerald, and sapphire lights illuminate the store and its playlist definitely encompasses a “savage vibe.”
Courtesy of Savage X Fenty
Inside, the store is divided into five rooms. Each adorned with mannequins that “span a diverse range of body types,” some even designed by using 3D scans of human Savage X Fenty models. This decision intentionally, and decisively, made as the brand strived to have shoppers see themselves and their body type represented in the store. To turn things up a notch, the storefront even embeds “interactive experiences” and “photo-worthy moments” into the location. Chief merchant and co-president Christine Pendarvis told Vogue, “We’re not necessarily known as a technology brand, but we’re taking this opportunity to really merge physical and digital in a way that we just haven’t seen done in the mall…” The company has partnered with Fit:Match to launch Fit Xperience, a body scanning app that allows shoppers to get a 3D scan of their body and receive product recommendations on what items may flatter them best. The store will also feature fitting rooms equipped with digital kiosks “for price checking and product browsing.”
Courtesy of Savage X Fenty
The entire store is “highly-Instagrammable” and even Rihanna herself has shared that “the store tells a story and is highly focused on a true experience. Every detail was curated carefully to immerse people in the brand and elevate the consumer experience, while being playful, welcoming and fun.” The singer continued, “We wanted to be able to connect with our customers in real life and give them something they’ve never seen before. Creating the space took a lot of imagination, married with things I’ve always wanted to change about my own experiences as a consumer myself… We are so happy with the outcome and not I can’t wait for people to see it.”
Courtesy of Savage X Fenty
Courtesy of Savage X Fenty