Missguided’s jaw-to-the-floor retail debut

Missguided has made a high-impact debut into physical retail with a playful, unexpected store experience, designed by us. Read more here.

Dalziel & Pow
By Dalziel & Pow
Posted 23. 11. 2016
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Missguided has made a high-impact debut into physical retail with a uniquely Instagrammable, playful and unexpected store experience, designed by us.

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

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The ‘On Air’ store concept entices girls to be creative and in constant conversation with each other by turning social media into a live, physical experience, making them feel part of an exciting community. Inspired by a TV studio, the space delivers a dynamic live stream of of-the-moment content, fashion and inspiration. It captures the Snapchat generation’s short attention span and desire for the new, with a constantly changing space, bursting with ‘jaw-to-the-floor’ shareable moments, stage sets and real-time digital displays, where co-created brand content comes to life.

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Continuing the unconventional, fun and surprising nature of the store, bespoke mannequins come in the form of unicorns (the brand’s spirit animal) and ‘It girl’ models. Expressive signage includes a huge glossy fun-fair style dollar sign by the cash desks and reactive cinema style light boxes.

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With this empowering, bold and accessible new destination, Missguided now offers a seamless online/offline retail experience for its hyper-connected fashion-hungry fans. More here very soon.

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