Inside Rihanna’s First Savage X Fenty Store in Las Vegas

Rihanna’s lingerie and loungewear brand Savage X Fenty is coming to a mall near you!

If you’re someone who likes to use all five senses when shopping and also loves Savage X Fenty well, it’s your lucky day because Rihanna has began launching the first ever Savage X Fenty brick-and-mortar stores.

The first week of the new year bad gal Rih Rih announced on Instagram that there would be a new Savage X Fenty experience with brick-and-mortar stores launching. The first locations being Las Vegas, Los Angeles, Houston, Philadelphia, and Washington D.C.

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Natalie Guzman, Savage X Fenty’s co-president and chief marketing officer told Vogue, ”Our expectation is 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 they’ve achieved that expectation thanks to not only Rihanna but the team that helped bring her vision to life; visual artist Jed Skrzypczak, O’Neil Langan Architects, and the creative firm PlayLab.

When you walk into the first ever Savage X Fenty store located at Fashion Show mall in Las Vegas, Nevada you’ll see neon lights in hues of purple, pink, and blue as well as metallic mannequins that are shaped in a range of different body types with some being from 3D scans of Savage X Fenty models. “We want to make sure whoever you are as a customer, you see yourself in our stores—and that’s not just the marketing and what we’re doing in terms of things like mannequins and imagery, but also the people that are there to help service and support you,” said chief merchant and co-president Christiane Pendarvis to Vogue.

The brick-and-mortar Savage X Fenty store is the perfect embodiment of the Savage fashion shows and according to Pendarvis the playlists will “definitely have the Savage vibe,” and “there might be a little Rihanna in there,” she continued to say to Vogue with a wink. So far, the Savage X Fenty store sounds like an unreal, super cool, epic place to shop but it doesn’t stop there. The store is designed with 5 different interactive rooms; Ripple, Logo, Swirl, and Evergreen. What’s in the rooms and what makes them interactive? Well, keep reading.

In a press release Rihanna stated, “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, 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 Fit Xperience, a collaboration between Savage X Fenty and Fit:Match is a body scanning app powered by LiDAR that will help shoppers find personalized product recommendations and get a better fit by allowing the customer to get a 3D scan of their body. There will be two devices in each store.

Products aren’t the only thing shoppers are allowed to personalize. In the fitting rooms you’ll be able to change the vibe in your room so that you’re feeling yourself in the right atmosphere. Additionally, the hangers are made from compostable wheat byproducts and the entire store design is modular. Guzman tells Vogue, “It’s inspired by the idea of a dollhouse. We wanted to be able to have this endless merchandising ability and to always be able to change the spaces so we can continue to deliver the best Savage experience.” If you’re wondering where the best place in store is to take pics for the gram you don’t need to because Guzman assures you, “The entire store is highly Instagramable.”