Olympic Park East London, Montfichet Rd, London E20 1EJ, UK
Dalziel & Pow
Mischievous online retailer Missguided has forayed into the offline world with a retail store at London’s Westfield-Stratford. With design from Dalziel & Pow, the 20,000 square foot flagship is built around an ‘On Air’ concept that encourages visitors to snap, film and share their in-store experiences – connecting the virtual with the physical.
Dalziel & Pow’s in-store experience seamlessly ties in with Missguided’s distinctive online identity.
A massive storefront functions as a real-world interpretation of the Missguided website, creating a link between the online world fans are familiar with and the space they’re about to enter. Inside, visitors are greeted immediately by a pink monster truck installation surrounded by pink-decorated tyres and branded mannequins, as well as cheeky ‘commandments’ that further cement the brand tone.
Decked out in various shades of pink, the high-attitude, film studio-inspired space has a dynamic, pretty-in-punk vibe that entices creativity and engagement. A constantly changing arrangement of sets and stages creates shareable moments, while hashtags, changing digital displays and cues to check out the brand’s social media provide opportunities for co-created media.
A ‘Shoeniverse’ featuring a solar system-inspired light installation and a ‘Seven Denim Sins’ space offer fun, quirky takes on traditional clothing displays, while the purchase area is outfitted with a massive dollar sign. Even the fitting rooms have been given a social twist with a pool party-themed space outfitted with comfortable seating designed to encourage exploring different styles and looks.
High-energy, bold and empowering, there’s nothing misguided about the brand’s clicks-to-bricks transition.