Missguided, Westfield Stratford City, London

British online fast-fashion retailer Missguided makes the leap to physical retail with a high-concept, high-impact store at Westfield Stratford City mall in London.
 
Featuring an “on-air” television studio concept, the 20,000-sq.-ft. space delivers a dynamic live stream of real-time content, fashion and inspiration in a bold environment. It reflects the desire of its young, Snapchat-obsessed core audience for the new by offering a constantly changing space that includes plenty of shareable moments.  
 
Fusing the online and offline experience, the store is loaded with signage that encourage customers to download the brand’s app and follow it on Snapchat. Lightboxes boasting cheeky slogans that perfectly capture the playful, sometime outrageous voice of the brand are everywhere.
 
There are no traditional navigation paths in Missguided. Instead, the emphasis is on exploration and immersion. The space is fashioned as a series of lifestyle stage sets. 
 
With social interaction at the heart of the concept, Missguided breaks from tradition and locates its fitting rooms at the front of the store, styling the 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. Comfy seating areas encourage groups of friends to spend time showing off looks and exploring their personal style. 
 
Designed by Dalziel + Pow, London, Missguided won a silver award in the softline specialty store category of the 2017 Shop! Design Awards.
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