Fashion brand Missguided is building on its 2016 physical retail debut with an exciting evolution of the ‘On-Air’ store concept. Opening to huge crowds on the 3rd June, retail-addicted girls are treated to a ‘house of mirrors’ effect full of instagrammable moments and live digital content. Collaborating again with creative agency Dalziel & Pow, Missguided’s 16,199sqft store in Bluewater shopping centre, Kent appeals to a wider audience while offering the same high-energy, fashion-forward experience as the Westfield Stratford flagship. D&P adapted the original concept to fit the Bluewater site’s single-floor, lower ceiling site.

Window and barrier-free, the completely open storefront has ‘stop you in your tracks appeal’ and seamlessly invites shoppers’ into the creative, fun-filled Missguided world. Floor-to-ceiling digital screens play the brand’s award-winning campaigns, along with customer-generated content curated by the brand (#babesofmissguided). Mirror-finish columns, sparkly terrazzo-effect flooring and pink neon signage add to the glamorous effect, and the presentation is cleverly mirrored on either side so customers have the same high-impact experience when approaching from any direction.

The Central Stage within the entrance area allows for a high impact VM statement: in place of Westfield’s much-photographed monster truck, Missguided Bluewater once more breaks VM boundaries with a large-scale banana installation.

Unique to the Bluewater site is a carnivalesque ‘house of mirrors’ effect in which the digital content reflects on the mirrored ceiling, as if continuing infinitely. The effect is a magical, illusionistic fairground feel that Missguided’s customers will be excited to explore. In the fitting room, infinity mirrors meet a Miami pool party theme, complete with palm trees wallpaper and playful emoji signage.

D&P’s ‘On-Air’ design disrupts the layout of conventional retail by creating lifestyle sets that encourage exploration and social media sharing. These flexible fixtures allow for rapid transformation of the store environment, synchronised with the latest campaigns and trends. To keep energy levels high creative VM pieces ensure insta-worthy surprises throughout the entire customer journey.

Playing with scale, contrasting materials, colour, light and shadow throughout the store makes for a theatrical and photogenic experience. The “Shoeniverse” returns here as an anchor department, following it’s popularity in Missguided’s first store. There is also plenty of brand’s iconic, tongue-in-cheek signage – such as “Get naked”, “Send me nudes”, the Babe Commandments and the large cash desk Dollar sign.

This is the next step in Missguided’s journey from successful online retailer to global leader for rapid fashion. As its store footprint grows, each iteration of the “On Air” concept will keep consumers guessing by featuring new unexpected elements with the ambition to remain always surprising and pioneering.