Tuesday, January 21, 2020

Retail Gazette Loves: Missguided’s first store


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.

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