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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.

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.


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. 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.

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

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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