(Author : retaildesignworld)
Online fashion brand Missguided has opened its debut physical store, a 20,000 sq ft ‘instagrammable’ flagship at Westfield Stratford City.
Designed by Dalziel & Pow, the store has been created to provide a playful and unexpected experience that shoppers will want to share. The agency describes the store as “The first bold step in an ambitious strategy to rise from hugely successful online retailer to global leader in rapid fashion.”
An ‘On Air’ store concept encourages shoppers, described as “retail-addicted girls,” to be in constant conversation with each other, combining shopping and social media to form a live community experience. The space is inspired by TV studios, with a stream of content showing co-created brand content.
A double height ‘living’ storefront creates a deconstructed version of the Missguided website, with a multi-layered display of suspended lightboxes used to convey the brand’s tone of voice. A supersized Missguided sign makes sure shoppers know where they are. Inside, a pink monster truck is adorned with mannequins shooting dollar bills around the store, creating an installation that encourages shoppers to photograph and share images of the store.
Signage features ‘babe commandments’ such as “Thou shalt not be too glam to give a damn,” instead of conventional navigational prompts. Shoppers are encouraged to explore and immerse themselves in individual lifestyle sets, which each feature a distinctive aesthetic and materials.
The denim area, inspired by the seven deadly sins, features a black mirrored ceiling and black marble flooring, while the ‘Shoeniverse’ is defined by an installation of mirrored discs and lights with chain curtains.
Fitting rooms have been brought to the front of the store, with the area positioned as an interactive lounge space, with emojis and tounge in cheek signage. The area has been inspired by a Miami Beack pool party, with a concierge provided to create a VIP feel. In-store services will add to the personalised experience, with WAH Nails in place for the first six months.
Source : retaildesignworld.com