Project: Missguided Bluewater

Design: Dalziel & Pow
Opening date: June 2017
Store size: 1,505 sq m

Global fashion brand Missguided has opened its second store in the UK, at Bluewater in Kent. Situated on Bluewater's Lower Rose Gallery, the 1,505 sq m space has been designed by Dalziel & Pow, which designed the retailer's first store at Westfield. The Bluewater site is an exciting evolution of the brand's On-Air store concept, offering customers a 'house of mirrors' effect full of Instagrammable moments and live digital content.

The store appeals to a wider audience while offering the same high-energy, fashion-forward experience as the Westfield Stratford flagship. Dalziel & Pow adapted the original concept to fit the single-floor, lower ceiling Bluewater site.


The completely open storefront is window and barrier-free, designed to stop people in their tracks 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. Hello Flamingo was excited to be a part of the new store opening, creating a giant 5m banana with a mirror ball end (including 34,500 individual mirror tiles applied by hand), flocked peel and spray skin, and a beautiful silicone cast, hand-painted mermaid tail for a mannequin to wear in store.


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 rooms, infinity mirrors meet a Miami pool party theme, complete with palm tree wallpaper and playful emoji signage.


Dalziel & Pow’s On-Air design concept 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 the brand’s iconic, tongue-in-cheek signage, such as 'Get naked', 'Send me nudes', the Babe Commandments and the large cash desk dollar sign.


As the brand's 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.






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