Does new Rihanna advertising signage at the Triangle Building mean Savage X Fenty will finally arrive? Not necessarily.

For the first time since news emerged in February 2022 (link) that a Savage X lingerie store from Rihanna would open in the long-dormant Triangle Building across from the Barclays Center, there's evidence of the brand's presence.

The building, bordered by Flatbush Avenue, Fifth Avenue, and Dean Street, is now draped in advertising for Rihanna's new Signature Script collection.

Photos by Norman Oder

Does that mean the store might finally arrive, more than two years after WWD quoted unnamed sources about a 10-year lease for Savage x Fenty?

Unlikely, though some have made that conclusion. After all, there are no longer any Department of Buildings permits affixed to the building, and no new DOB permits have been sought since October 2020.

Meanwhile, there's no listing for any upcoming Brooklyn store on the Savage X Fenty website, nor any mention from the brand's Twitter account.

So what's going on? My best guess is that Savage X Fenty is trying to get some value out of the lease. 

And if it can't open as a store--renovation issues?--the building could at least deliver revenue as a billboard, as it has served periodically over the years.