VMSD - April 2017 - 40

The retailer has labeled the store "the extrovert on
the high street," and it's easy to understand why. And
perhaps for this reason, it follows few conventional
rules, right down to the Gobo projection on the floor,
which Del Castillo says serves as the principal in-store
navigational aid.
The store almost evokes the sense of a deconstructed website where images and messages continuously flash at the onlooker. In this way, the designers
have established a tangible version of the brand's
online avatar, giving it substance and physicality.
The outcome to date has been highly positive, and
a second location is slated to open this summer in the
Bluewater shopping mall, a few miles southeast of
London, to be followed by a raft of new stores opening
in other major U.K. cities later this year.
Managing customer expectations is the norm for
a first location for an online-only retailer, and it's even
more important when the brand is so well-known
to its customer base in another format. In the hardedged world of conventional retail, Missguided fulfills
its online promise. 
above Irreverent
phrases and playful
imagery evoke an
aspirational feel for the
store's millennial and
Gen Z audience.
RIGHT The store breaks

with convention in its
navigational paths,
encouraging exploration
and discovery.

40

april 2017

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vmsd.com


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Table of Contents for the Digital Edition of VMSD - April 2017

VMSD - April 2017
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Design Dynamos
A Little Goes a Long Way
Eat, Pray, Slay
Strike a Pose
Showroom
Ad Index
Checking Out
VMSD - April 2017 - Intro
VMSD - April 2017 - BB1
VMSD - April 2017 - BB2
VMSD - April 2017 - VMSD - April 2017
VMSD - April 2017 - Cover2
VMSD - April 2017 - 1
VMSD - April 2017 - Contents
VMSD - April 2017 - 3
VMSD - April 2017 - From the Editor
VMSD - April 2017 - 5
VMSD - April 2017 - VMSD Editorial Advisory Board
VMSD - April 2017 - 7
VMSD - April 2017 - 8
VMSD - April 2017 - The Goods
VMSD - April 2017 - 10
VMSD - April 2017 - 11
VMSD - April 2017 - 12
VMSD - April 2017 - 13
VMSD - April 2017 - 14
VMSD - April 2017 - 15
VMSD - April 2017 - Next Store
VMSD - April 2017 - 17
VMSD - April 2017 - 18
VMSD - April 2017 - 19
VMSD - April 2017 - Design Dynamos
VMSD - April 2017 - 21
VMSD - April 2017 - 22
VMSD - April 2017 - 23
VMSD - April 2017 - 24
VMSD - April 2017 - 25
VMSD - April 2017 - 26
VMSD - April 2017 - 27
VMSD - April 2017 - 28
VMSD - April 2017 - 29
VMSD - April 2017 - 30
VMSD - April 2017 - 31
VMSD - April 2017 - A Little Goes a Long Way
VMSD - April 2017 - 33
VMSD - April 2017 - 34
VMSD - April 2017 - 35
VMSD - April 2017 - Eat, Pray, Slay
VMSD - April 2017 - 37
VMSD - April 2017 - 38
VMSD - April 2017 - 39
VMSD - April 2017 - 40
VMSD - April 2017 - 41
VMSD - April 2017 - Strike a Pose
VMSD - April 2017 - 43
VMSD - April 2017 - 44
VMSD - April 2017 - 45
VMSD - April 2017 - 46
VMSD - April 2017 - 47
VMSD - April 2017 - Showroom
VMSD - April 2017 - 49
VMSD - April 2017 - 50
VMSD - April 2017 - Ad Index
VMSD - April 2017 - 52
VMSD - April 2017 - 53
VMSD - April 2017 - 54
VMSD - April 2017 - 55
VMSD - April 2017 - Checking Out
VMSD - April 2017 - Cover3
VMSD - April 2017 - Cover4
VMSD - April 2017 - DCover1
VMSD - April 2017 - DCover2
VMSD - April 2017 - D1
VMSD - April 2017 - D2
VMSD - April 2017 - D3
VMSD - April 2017 - D4
VMSD - April 2017 - D5
VMSD - April 2017 - D6
VMSD - April 2017 - D7
VMSD - April 2017 - D8
VMSD - April 2017 - D9
VMSD - April 2017 - D10
VMSD - April 2017 - D11
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