The journey started in a Millennial Pink meeting room, drinking Malibu, with the offer of a free spray tan in reception. The magic followed. We created a uniquely Instagrammable, playful and unexpected store experience that’s always different and never boring. Breaking the rules of conventional high street retail, the space immerses shoppers in the spirit of the Missguided brand – fearless, fun and self-expressive.

Key insight – Be social, shareable and disruptive to cut through the crowd

Our ‘On Air’ store concept was defined to be a live, experiential version of Missguided’s online presence. It brings social media to an interactive, physical space, creating a platform for the 16-35 year-old target customer. Inspired by a TV studio, the space delivers a dynamic live stream of of-the-moment content, fashion and inspiration.

Social fitting rooms are brought to the front of the store, recasting this area as an interactive lounge space complete with emojis and tongue-in-cheek signage to reflect the brand's playful personality

Floor-to-ceiling digital screens play the brand’s award-winning campaigns and feature customer-generated content curated by the brand, putting shoppers in the spotlight under the hashtag #babesofmissguided

Bespoke mannequins come in the form of mermaids, unicorns and ‘It girl’ models. Expressive signage includes a huge glossy fun-fair influenced dollar sign by the cash desks and reactive cinema-style lightboxes that demand attention.

Strategic Shift – From URL to IRL in a rule-breaking, sector-disrupting style never experienced before.