Young fashion brand Missguided has opened its first store outside of London at BLuewater shopping centre in Kent.
Situated on Bluewater’s lower Rose Gallery, the 16,200 sq ft statement store has been designed by Dalziel & Pow. Using the retail space as an extension of Missguided’s online expression, stand-out permanent fixtures and seasonal installations bring trends and campaigns to life. Social media also plays an integral part of the experience, blurring the lines between physical and digital whilst creating a two-way conversation with the target customer, aged 16-35. The store includes many ‘Instagrammable’ moments that reinforce the ongoing #BabesofMissguided movement the brand has become known for.
Designed to create a completely immersive brand experience whilst browsing, the store has floor-to-ceiling digital screens on entrance and above the cashier desk that display the most recent campaigns.
A strong product offering remains at the core of the brand proposition, with hundreds of new lines being added each week. A specially designed shoe area, located towards the rear, acts as an in-store boutique, while more specific ranges, including the premium Peace + Love collection and lingerie, are also available.