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Missguided, Westfield Stratford City, London
British online fast-fashion retailer Missguided makes the leap to physical retail with a high-concept, high-impact store at Westfield Stratford City mall in London. Featuring an “on-air” television studio concept, the 20,000-sq.-ft. space delivers a dynamic live stream of real-time content, fashion and inspiration in a bold environment. It reflects the desire of its young, Snapchat-obsessed core audience for the new by offering a constantly changing space that includes plenty of shareable moments. -
First Look: Under Armour, Detroit
Under Armour has brought its experiential “brand house” store concept to downtown Detroit. The three-floor, 17,000-sq.-ft. space reflects the company’s roots in Baltimore and also pays homage to the history and spirit of Detroit. The design uses athlete imagery and product installations to convey an immersive brand experience and inspire customers.

