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Missguided's Journey from Pureplay Retailer to High Street Innovator

Missguided's Journey from Pureplay Retailer to High Street Innovator

SignStix® was delighted to support Missguided in their mission to make a show-stopping entrance onto the British high street.

As part of Missguided's transition from digital forum to physical space, the brand's first ever store occupies 20,000sq-ft in London's Westfield Stratford shopping centre, with a second store in Kent's Bluewater shopping centre. 
 

SignStix's® partner, Smart LED, delivered a full digital signage installation for both of the hotly-anticipated stores, with Westfield Stratford comprising two giant 3.9mm high resolution LED walls, and 31 additional screens dispersed throughout. The Bluewater store features giant floor-to-ceiling screens around the entrance and behind the tills, helping to bring the brand's strong online presence into the physical space.

SignStix's® cloud-based digital engagement platform allows Missguided to manage and update all of the digital content for both stores in real-time, as well as create scheduled campaigns ahead of time.

Commenting on the launch of the Westfield store, Nitin Passi, Founder and CEO of Missguided, said: "We were keen to showcase the volume of digital content we create throughout the store, and the screens played a big part in helping to create the immersive atmosphere we were aiming for."

Juan Diaz del Castillo, Design Team Leader, Interiors of Dalziel & Pow (who worked on the Statford store design) said: "You get a lot of digital screens that show information on the product, but where this is different is that you have actual models on the screens that rotate so that you get a good idea of the fit of a certain type of jeans. The screens are deliberately quite small in order to create that personal experience. You need to be standing in front of it to get the content, so it feels like it is purposefully for you rather than the masses."

Ryan Walker, Managing Director for Smart LED, added: "Missguided is known for its glossy visuals and stellar content so it's incredible to see this infused into its brand new flagship store with help from the latest audio visual technology. 

"It's been an absolute pleasure to to work with the [Missguided] team and their stakeholders - our entire company is proud of the project and we look forward to providing Missguided with the most cutting-edge AV solutions for years to come."


Russell Loveland, Portfolio Director at Land Securities, which is co-owner and asset manager of Bluewater, said: “Missguided’s fast-paced approach to retail and engaging their customers makes them a very exciting addition to Bluewater. The anticipation surrounding the launch weekend was very high and the store has already been a great hit with our guests."

In Pictures - Westfield Stratford









Photo credit: Retail Week, Retail Gazette and Smart LED



In Pictures - Bluewater











Photo Credit: John Ryan and Missguided


                   

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