Located at Fashion Show mall in Las Vegas, Nevada, the space was conceptualized by Rihanna herself along with the help of O’Neil Langan Architects, visual artist Jed Skrzypczak and creative firm PlayLab. The store features five rooms -- Ripple, Logo, Swirl, Video and Evergreen -- where customers will be greeted with interactive experiences and Instagram-worthy photo ops.
One of the unique elements in this store are the proprietary chrome and lavender mannequins that mimic the silhouette of real bodies to promote diversity and inclusivity. In addition, the label has teamed up with technology platform FIT:MATCH on the app Fit Xperience. The collaborative platform allows shoppers to scan their bodies with the LiDAR-powered smartphone, which then provides a list of recommendations for Savage X Fenty offerings based on their exact size and shape.
"We wanted to be able to connect with our customers in real life and give them something they have never seen before," Rih Rih shared in a statement. "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 Savage X Fenty Las Vegas store is now open and will operate every day at different hours.
Savage X Fenty Las Vegas
3200 S Las Vegas Blvd
Las Vegas, NV 89109