VM | Store Launch Dubai

Missguided Dubai

the brief

Global fast-fashion brand, Missguided approached Prop Studios to design and produce a stunning in-store experience complete with instagrammable moments at their store launch in Dubai.

Celebrating the forever bold, girl-power brand, Prop Studios worked with the VM team to build an oasis of pink blossoms and plush furniture in the heat of the desert. With a key focus to create a space that was on-trend, the store design exudes the brand personality and deep understanding of its loyal Instagram demographic.

"Just finished a tour of our new store in the Dubai Mall and it looks incredible!"

Nitin Passi, Missguided CEO

design & manufacture

3D printed trunk and branches created a rough textured, lifelike tree. Hand-painted with intricate detail, the striking 4m cherry blossom stood center of the store with the Missguided badge carved in a LED-lit heart. Large PVC seating wrapped the tree with vertical, plush pink upholstery and rose gold detailing at the base. As part of this immersive experience, the tree hung custom glitter tubes, heart candy and motivational cards.

A secondary scheme combined a vintage phone installation handcrafted from 4000 individual pink disco ball tiles. Each playing a variety of aspirational sayings recorded by the Missguided team, on answer. The impactful scheme of shareable moments continued throughout the Dubai store with two bespoke rugs, etched with the striking Missguided logo and mantra.

The Prop Studios team brought the signature Missguided fragrance to life with powder coated oil drums. While an upholstered, artistic lip sofa provides a conceptual take on a pout. The pink velvet sofa was developed alongside the Missguided VM team, featuring ‘have a seat babe’ laser embroidered in the seating.