Missguided has opened its first physical standalone retail shop in Westfield Stratford City, designed to be a “deconstructed version of the Missguided website” by design agency Dalziel & Pow.
The two-story storefront features suspended light boxes and screens playing branded campaigns, reminiscent of its online store.
As customers enter, a pink monster truck stands as the centre piece, complete with the stores themed mannequins.
These mannequins can also be seen posing for a catwalk in between the store’s escalators and across the mezzanine bridge.
Areas across the 20,000sq ft flagship store include the Shoeniverse featuring mirrored discs and lights, as well as “unicorners” areas filled with gold pineapples, donuts and flamingos.
The changing area, inspired by a Miami beach party, has been brought to the front of the store.
Including seats for groups of friends to relax while trying on outfits, the area incorporates palm trees and a projected pool on the ceiling to add to the theme.
For the first six months WAH Nails will hold a concession stand.
Missguided is aiming to partner with all-female brands for its concessions, with Keash Braids soon to follow.