Rihanna's Savage x Fenty lingerie is expanding into the real world. The brand just opened its first retail location in Las Vegas, Nevada. The high-tech store was designed to create an immersive shopping experience for fans of the line.
"We wanted to be able to connect with our clients in person and provide them with something they had never seen before," Rihanna added. "Creating the space took a lot of imagination, married with vision and production."
The store is housed inside a 12,000 square foot boutique that was built from the ground up in Wynn's Fashion District. The shop is split into five rooms: Ripple, Logo, Swirl, Video, and Evergreen.
An augmented reality body scanner for fit recommendations is available so customers can determine what size fits them best, along with fitting rooms with digital kiosks to scan pricing and discover similar products.
Rihanna also designed a custom logo-embossed carpet for the store's floor.
This marks just another business venture for the fashion mogul. In addition to her lingerie line, she recently opened a store in London that carries shoes and handbags from Fenty Puma by Rihanna.
Rihanna also has a deal with LVMH Moet Hennessey Louis Vuitton, which owns Marc Jacobs Beauty and is launching a new fashion brand in the fall.
Rihanna told "WWD" in September that she wants customers to "be able to have my world at their fingertips."
She expanded on that idea in a statement about the Vegas location.
"We wanted to create something that would connect with my global fan base and allow them to experience Savage x Fenty," Rihanna said. "Whether they are in Sin City or some other part of the world."The new store is open to the public Wednesdays through Saturdays from 10 a.m. to 11 p.m., and Sundays through Tuesdays from 10 a.m. to 9 p.m. It's located at 3327 S Las Vegas Boulevard, Suite M100, Las Vegas, NV 89109.