The brand Savage X Fenty, by Rihanna, is an affordable all inclusive clothing brand focusing on empowering people to express their sexy. It represents the actual design and layout of their first store which was completed in spring of 2022,and will also serve as the design template for all future stores built for this brand.

The store’s theme is named “The Dollhouse,” drawing inspiration from the intricate layout of a dollhouse when its rooms are unveiled. This idea was born from Rihanna’s vision of having several versatile spaces that can be easily transformed to accommodate various collections and seasonal releases. Positioned towards the rear of the sales floor, the “evergreen” section provides an out of the box design to exhibit their consistent year-round collection.

To embody this ethos, the spaces are meticulously arranged in a skewed geometric layout, adorned with richly vibrant lighting at every turn. These elements combine to evoke the electrifying and intimate ambiance reminiscent of establishments like strip clubs, peep shows, or the “red light district,” albeit re-imagined to transcend societal taboos.

Each dollhouse has a different aesthetic. The 4 different rooms are a custom wall paper with display units that look like letters “Savage”, walls of the dollhouse covered in video screens for new merchandising content, display units cladded in a rippled metal finish and a swirly ceiling light fixture that changes color.