Missguided store by Dalziel + Pow, London. Missguided store by Dalziel + Pow, London.
Missguided store by Dalziel + Pow, London. Missguided store by Dalziel + Pow, London.
Missguided store by Dalziel + Pow, London. Missguided store by Dalziel + Pow, London.
Missguided store by Dalziel + Pow, London. Missguided store by Dalziel + Pow, London.

Fun and Missguided

01 : 12 : 2016 Gen Viz : Bricks-and-Mortar : Missguided

London – Missguided has created a bricks-and-mortar store designed to appeal to the Snapchat generation.

  • The store incorporates Instagram-worthy, emoji-inspired décor
  • Created by agency Dalziel and Pow the space is designed to mimic a television studio

Missguided, the online-only fast fashion brand, has moved into bricks-and-mortar retail with a 20,000-square-feet stand-alone retail space.

The pink-coloured store is kitted out with what the designers call ‘jaw-to-the-floor shareable moments’, such as unicorn-headed mannequins, a pink monster truck and motorbike. Slogans such as ‘Santa is real, the unicorns told me’ and ‘Eat, slay, pray’ are distributed around the shop to mirror the social media-driven rhetoric of the younger people of Gen Viz.

In addition, signs actively encourage visitors to begin following the brand on social media, to further tie in the online and offline experiences. Unlike most shops, the Missguided store has positioned its fitting rooms at the front of the shop, accompanied by a pool party-themed lounge area to create a more sociable environment and encourage interaction between consumers as they try on the clothes.

The Big Picture

Online-only brands are using bricks-and-mortar stores to expand and consolidate their reach, appealing to Gen Viz audiences with visually exciting features.

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