• Dominic Darcy

Westfield Flagship - London

Link to Project Page on Website

For their first ever permanent space, bold and rebellious fast fashion empire, Missguided approached FormRoom to deliver sensational, creative social experiences.

We revelled in the task, identifying the Missguided brand values and audience to design a series of impactful installations in-store for the Missguided customer.

The multi-sensory experience exudes the brand personality and a deep understanding of its loyal customer.
Flagship Store Design

Our design process began with extensive market research and customer Insight into the online and offline experiences of Millennial fast fashion. Delving into online competitors and bricks-and-mortar market leaders that Missguided was about to disrupt, we looked for that point of difference to what Missguided would be as an experience.

Working closely with the client we adopted the hyper-connected mindset of their customer, sharing inspiration through Pinterest and developing a myriad of concepts. Amongst our many concepts were a ‘Unicorn Tears’ vending machine, oversized flamingo mannequin plinths, hashtag props, iced donut tyres – and more.

This destination store is a true trailblazer and physical manifestation of the Missguided spirit at every turn.

We designed and produced a fully fitted gigantic pink monster truck, bedecked in jewels, pink leather, lighting and chromed features. As the entrance focal point, we surrounded the 3-meters tall, eye-catching display with oversized donut tyres, dripping with icing and sprinkles. Above, we hung Missguided pink dollar bills from a money gun to complete the decadent scene—a ready-made social media post.

The impactful scheme of shareable moments continues throughout the Westfield Stratford store with our bespoke vending machine dispensing ‘Unicorn Dreams’, oversized pink and chrome flamingos, bespoke hashtags and more. We designed and manufactured each element in-house through a close collaboration with the client.