Rihanna’s lingerie brand Savage X Fenty has made its brick-and-mortar debut in Las Vegas, and the move comes at a time when big-box retailers are shuttering stores while popular e-commerce brands plant roots in commercial spaces

The inaugural Savage X Fenty store was unveiled at Fashion Show Las Vegas on Saturday, Jan. 22. The mall now features a distinctly purple store where customers can purchase intimate apparel, loungewear and accessories.

Inside, the store is divided into five rooms, which will display merchandise and proprietary chrome and lavender mannequins with diverse body types modeled after real people. Savage X Fenty shoppers will also be welcomed to test out “interactive experiences” and “photo-worthy moments,” according to the brand’s press release.

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