London (AFP)
Like a snub to the new coronavirus pandemic, the legendary British rock group The Rolling Stones opens its first store in the world on Wednesday in London, in the heart of the district which saw the emergence of the music scene of the sixties.
"Why open a store in the middle of a pandemic? It's our eternal optimism," joked group leader Mick Jagger, 77, in a video released ahead of the opening of the place.
Inside, the Stones logo is featured on T-shirts, jackets, guitar picks - for those hoping to emulate guitarist Keith Richards - and notebooks, umbrellas and water bottles.
Their line of masks, featuring the famous tongue placed appropriately at the mouth, promises to be a hit but the team behind this project hopes to make it more than a store.
Giant screens replay decades of the group's concerts, while their biggest hits delight buyers' ears.
On the floor, transparent panels decorated with song lyrics give a glimpse of the basement.
The decor of their new haunt remains faithful to the black and red visual line of the group.
"This + experience + side was really important to us," explained David Boyne, Managing Director of Bravado, the branch responsible for marketing Universal Music's products.
"My favorite space is the soundproof room located downstairs, with its acoustic panels and super red neon lights!" He added, deeming the place very "Instagrammable".
For him, the location of the store, right in the heart of Carnaby Street, was essential.
"David Bowie, the Who and of course the Rolling Stones frequented this district!", He enthusiastically.
"We worked in this neighborhood, we rehearsed there, we used to eat there," confirmed Mick Jagger, recalling the days when the band "wandered down Carnaby Street before it became famous" .
Since shops closed at the end of March due to the pandemic, onlookers and shoppers have deserted this popular shopping area in central London, but owners are hoping their long-awaited new boutique will help revitalize it and give it a gift. a big boost to trade ".
© 2020 AFP