Missguided has made a high-impact debut into physical retail with a uniquely Instagrammable, playful and unexpected store experience, designed by us.

Breaking the rules of conventional high street retail, the new destination at Westfield Stratford City immerses retail-addicted girls in the spirit of the Missguided brand – fearless, fun and self-expressive. It’s the first bold step in an ambitious strategy to rise from hugely successful online retailer to global leader in rapid fashion.

The ‘On Air’ store concept entices girls to be creative and in constant conversation with each other by turning social media into a live, physical experience, making them feel part of an exciting community. Inspired by a TV studio, the space delivers a dynamic live stream of of-the-moment content, fashion and inspiration. It captures the Snapchat generation’s short attention span and desire for the new, with a constantly changing space, bursting with ‘jaw-to-the-floor’ shareable moments, stage sets and real-time digital displays, where co-created brand content comes to life.

Continuing the unconventional, fun and surprising nature of the store, bespoke mannequins come in the form of unicorns (the brand’s spirit animal) and ‘It girl’ models. Expressive signage includes a huge glossy fun-fair style dollar sign by the cash desks and reactive cinema style light boxes.