Fenty Ghost Stores

Launching a fragrance in the new e-commerce driven world is a challenge. How do you get people to buy something they can't touch or smell?

We created a series of  virtual "ghost" stores - digital-only locations scattered around the world - that helped tell the highly personal story of the fragrance. The locations were chosen because they were integral places that connected Rihanna's own story, from childhood to the present, with her journey of creating the fragrance - one of her most personal projects to date.

In each store, we hear in exclusive audio clips and interviews Rihanna's connection to that place, and how that inspired an ingredient in the fragrance.