You can’t always get what you want, but can get what you need — and them some — at the Rolling Stones retail experience at Bergdorf Goodman.
While the Rolling Stones might not seem like an obvious brand partner for Bergdorf’s, the British band’s red and black tongue and lips logo looms large on the facade of the men’s store, where the concept, featuring limited-edition collections for the band’s fans, will operate through Aug. 13. The pop-up retail experience will then travel with the Rolling Stones’ “No Filter” tour to Pasadena and Miami, where there will be follow-up installations at Maxfield in Los Angeles and Alchemist in Miami.
Bravado, Universal Music Group’s merchandise and brand management company, partnered with Bergdorf’s to create the concept. The pop-up has a strong fashion pedigree. Bergdorf’s tapped Sarah Andelman, cofounder of Colette, the now-defunct Parisian retailer, who culled resources through her consulting and curating company, Just an Idea. Andelman assembled a collection of disparate brands, united by their affinity for the Rolling Stones.
Visitors to the third floor of the men’s store will see two larger-than-life 8-foot-tall, 600-pound tongues that celebrate the Rolling Stones’ return to the U.S. after the European and U.K. No Filter tour closed last July. Scheduled to resume in April in North America, the tour was postponed when Mick Jagger underwent surgery to replace a valve in his heart.
The walls of the installation are painted black — just like the Stones song. One wall lists the cities of the tour in the U.S. and Canada.
“The Rolling Stones audience is cross-generational and the iconic logo is one of the most popular in the world,” said Mat Vlasic, chief executive officer of Bravado. “It makes sense that Bergdorf would want to partner with a band and brand with that kind of reach. The product offering is diverse in category and design and will resonate with everyone from the Stones superfan to the streetwear kid.”
Some of the more unusual products include fashionable baby-wrap-maker Artipoppe’s limited-edition Rolling Stones carrier. Rental scooter company Bird’s limited-edition Rolling Stones-inspired scooter is being offered for sale, while luggage maker Away’s classic polycarbonate carry-ons are hand-painted with artwork inspired by the No Filter tour. Yeti’s elevated coolers are suggested for tailgating at the tour, which is being held primarily at NFL stadiums.
“Many of the products are very different from anything Bergdorf Goodman typically sells,” Vlasic said. “What were the parameters in terms of products? There weren’t any parameters, except that they had to be new, unique and with fantastic design. Great examples are Away and Bird. Bird is selling one of their scooters for the first time ever, and Away is customizing it luggage on-site. Neither have been in Bergdorf’s before.”
Bravado’s collection of apparel and novelties features the iconic tongue reworked into unique treatments never seen before. Chrome Hearts is weighing in with leather and silver Rolling Stones pieces. Buzzy streetwear label Midnight Studios by Shane Gonzales created a Rolling Stones capsule with the brand’s signature punk aesthetic, and the Cactus Plant Flea Market capsule combines type and playful graphics by designer Cynthia Lu.
They may not contain brown sugar, but Ladurée is delivering daily macarons emblazoned with the Rolling Stones’ tongue, in custom packaging.