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In late November 2016, Missguided made a high-impact debut into physical retail, with a uniquely Instagrammable, playful and unexpected store experience. Building on its success, the second store opened in Bluewater, Kent in June 2017. Both break the rules of conventional high street retail, immersing retail addicts in the Missguided brand which is fearless, fun and self-expressive. This is just the beginning of Missguided’s ambitious strategy to rise from a hugely successful online retailer to a global leader in rapid fashion.

Where, When

Westfield Stratford City, London; December 2016 & Bluewater Shopping Centre, Kent; June 2017

About the client

Established in the UK in 2008, Missguided is an empowering, bold and forward-thinking online fast-fashion brand. With designs and product informed by customers, friends and global influences, Missguided believes that shopping is a right, not a luxury, and aims to deliver the biggest trends at the most affordable prices to 160 countries worldwide.

As a brand it is important for us to be present wherever our customer wants to shop us, be it online or offline.
Nitin Passi, CEO & Founder, Missguided
The results

With social interaction at the heart of the 'On Air' concept, Missguided makes the brave move of bringing fitting rooms to the front of the Stratford store – recasting this area as an interactive lounge space, complete with emojis and tongue-in-cheek signage. Inspired by a glamorous Miami Beach pool party, palm trees surround the space and a swimming pool animation is projected onto the ceiling, while a concierge adds to the VIP feel. Window and barrier-free, the single-story Bluewater storefront has ‘stop you in your tracks appeal’ and seamlessly invites shoppers’ into the creative, fun-filled Missguided world. Floor-to-ceiling digital screens play the brand’s award-winning campaigns, along with customer-generated content curated by the brand (#babesofmissguided). With these empowering, bold and accessible new destinations, Missguided now offers a seamless online/offline retail experience for its hyper-connected, fashion-hungry fans.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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