Rihanna‘s lingerie brand Savage X Fenty opened its first-ever brick and mortar store on January 22 at Fashion Show Las Vegas.
“We wanted to be able to connect with our customers in real life and give them something they have never seen before”, says Rihanna. “Creating the space took a lot of imagination, married with things I’ve always wanted to change about my own experiences as a customer, from mannequins to the Fit Xperience, to customer service. We are so happy with the outcome and now I can’t wait for people to see it.”
The unique concept creates a bold and immersive design language. Rihanna drove the creative direction and consumer experience of the new stores with support from O’Neil Langan Architects, visual artist Jed Skrzypczak and creative firm PlayLab.
The new direct-to-consumer experience comes after the brands’ growth since launching in 2018. Known for its always-on and listening approach to customers and immersive brand experiences, Savage X Fenty connects the energy of its highly engaged eCommerce and social community. Creating a vibrant space for everyBODY to discover, shop, and interact with the brand.
At the forefront are customer discovery, endless merchandising opportunities, and interchangeability between spaces. The elastic design concept allows the retail space to expand the brand experience endlessly.
The store boasts five rooms – Ripple, Logo, Swirl, Video, and Evergreen. Shoppers are guided through the interactive experience and photo-worthy moments. The brand introduces chrome and lavender mannequins that represent real bodies.
The first-of-its-kind in lingerie retail, the brand worked with the technology platform FIT:MATCH launching the “Fit Xperience.” An app where customers receive a body scan with augmented reality using a LiDAR-powered smartphone. The groundbreaking patented approach uses precise 3D body shape to create a “fit twin.” Making recommendations for products based on a customer’s exact size and shape.
In addition to the fit technology integrations, fitting rooms are equipped with digital kiosk installations. Allowing the customer to scan their product, check the pricing, and browse through other similar products.
“The launch of retail is going to allow our customers to shop on their terms and move seamlessly between a uniquely Savage immersive retail experience and the convenient online interaction they already love,” said Natalie Guzman and Christiane Pendarvis, Co-Presidents of Savage X Fenty. “Customer experience and discovery is at the forefront of everything we do and these stores will allow us to build an even greater connection to an already highly engaged community.”
The Las Vegas store opening will be followed by openings in Los Angeles, Houston, Philadelphia, and the DC-metro area in early 2022.
