Rihanna has landed at the mall. Her Savage X Fenty brand of high-gloss, super-sexy lingerie and intimates is opening five stores in shopping malls across the United States this month, first in Las Vegas, and then Los Angeles, Philadelphia, Washington D.C., and Houston. “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,” says Savage X Fenty’s co-president and chief marketing officer. Natalie Guzman.
For those among us who would blindly follow Rihanna into the depths of hell, yes, you will definitely go into the Savage X Fenty retail store. But what the store design and technology aim to do is bring everyone into the Savage universe, even those not shopping for lingerie or—seemingly impossible in this day and age—those not under Rihanna’s spell.
The first thing mall denizens will notice is the store’s radiating color palette. Unlike other intimates retailers that have cultivated a boudoir aesthetic, Savage X Fenty’s stores bring the adrenaline of its filmed runway shows into its bricks-and-mortar retail. Neon lights in fuchsia, emerald, and sapphire illuminate the space. The playlist will “definitely have the Savage vibe,” says chief merchant and co-president Christiane Pendarvis, “and there might be a little Rihanna in there,” she winks. Mannequins span a diverse range of body types, with some forms made from 3D scans of human Savage 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,” continues Pendarvis. “We frankly just don’t know how to operate in any other different way.”