As a brand always heavily inspired by music and its extensive and colourful history, our PHIX SS20 campaign was shot at London’s celebrated RAK Studios, showcasing the essence and vision behind our stage-ready summer collection. Thank you to Andy and the team at RAK Studios for having us.
RAK Studios was opened in 1976 at a converted Victorian schoolhouse in St. John’s Wood, London. It was founded by legendary record producer Mickie Most, who famously discovered the Animals in a Newcastle club during the 1960s, and went on to produce their hit singles 'Baby, Let Me Take You Home' and 'House of the Rising Sun'.
Mickie Most also created RAK Records and RAK Publishing in 1969, alongside RAK Music Management in partnership with Peter Grant - manager of Led Zeppelin. RAK Records released a string of hits in the 70s and 80s, including Hot Chocolate's 'You
Sexy Thing' and Kim Wilde's 'Kids in America'.
Since the 80s, RAK studios have hosted a cohort of music greats, including David Bowie, Pink Floyd and, more recent years, Sheffield natives the Arctic Monkeys.
Browse the extensive guest book of artists who have recorded at RAK here.
In 1986, Mickie Most sold RAK Records to EMI. He later passed away on 30th May 2003, and, the following year, a blue plaque celebrating his life and musical work was unveiled at RAK Studios, and the company is still dedicated to continuing his legacy by working with new artists and writers to this day.
Our campaign was shot in RAK’s Studio 1, featuring a beautiful vintage 1975 Fender Stratocaster. Studio 1 is a large studio with space for up to 35 musicians at a time, and is full of natural light with an API desk that was installed in 1976, maintained ever since, resulting in a one of a kind recording experience.
Studio 1 has hosted the recording sessions of tracks such as Ultravox’s ‘Vienna’, Radiohead’s ‘High and Dry’, and the Pogue’s notorious Christmas hit ‘Fairytale of New York’. You can listen to an exclusive playlist of songs recorded in Studio 1 here.
Oscar, Golden Globe and Grammy winning songwriter and producer Jimmy Napes has been quoted, regarding RAK’s Studio 1, saying, “It’s a magical place. I've made most of my favourite records in this room”, and we couldn’t agree more.
View our lookbook video at the legendary studio campaign below.
Click to shop the SS20 collection online now.