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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. Breaking the rules of conventional high street retail, the new destination at Westfield Stratford City immerses retail addicts in the Missguided brand which is fearless, fun and self-expressive. This is the first bold step in Missguided’s ambitious strategy to rise from hugely successful online retailer to global leader in rapid fashion.

Where, When

Westfield Stratford City, London; December 2016

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.

A bit more detail

Our ‘On Air’ store concept was defined to offer a live, experiential version of the online offer, bringing social media to an interactive, physical experience that creates a conversation with, and a platform for, the 16–35 year-old target customer. The space delivers a dynamic live stream of real-time content, fashion and inspiration. It captures the Snapchat generation’s desire for the new, with a constantly changing space, bursting with ‘jaw-to-the-floor’ shareable moments. Traditional navigation prompts are done away with, in favour of free exploration and immersion.


With social interaction at the heart of the concept, Missguided makes the brave move of bringing fitting rooms to the front of the 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. Comfy seating areas encourage groups of friends to spend time showing off looks and exploring their personal style. With this empowering, bold and accessible new destination, 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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