This past fall, the popular online retailer Missguided became the latest etailer to set up a brick-and-mortar outpost. Located in a hip east London neighborhood, the new shop gives fans of the ecommerce site a new way to enjoy the brand's fashion-forward wares.
The new Missguided shop opened in London's Westfield Stratford City shopping centre last fall and it serves as the brand's first standalone store. The store itself is 20,000-square-feet and features a social media-friendly interior designed by the agency Dalziel & Pow. This includes beachy wallpaper prints, neon signs in the ever-popular 'Instagram pink' hue and even a vending machine selling a drink dubbed 'unicorn dreams'.
Designed to appeal to fashion-forward millennials, the new flagship gives the brand's loyal fans a way to shop for their favorite styles in a more hands-on, immersive environment.