The new store from Rihanna’s lingerie label has opened its first brick and mortar store in Las Vegas, offering a ‘first-of-its-kind retail experience.’
As the first of five stores set to be opened, the Las Vegas store marks the popular retailer’s strategy to bring a ‘fuller expression of the brand to consumers in key markets.’ The space mirrors that of the brand’s online identity and e-commerce store.
The creative direction from the store has been led by Rihanna, O’Neil Langan Architects, visual artists Jed Skrzypczak and creative firm PlayLab. Five themed rooms have been designed for interactive experiences and photo opportunities.
In a release, Rihanna said on the new store: “We wanted to be able to connect with our customers in real life and give them something they have 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 customer.”
The stores set to follow this will open in Los Angeles, Houston, Philadelphia and Washington DC in early 2022.
