Online fashion retailer Missguided’s second store, in Bluewater in Kent, follows the 2016 launch of its physical store presence in Westfield Stratford.

The new store is an evolution of the ’On Air’ theme that was used in East London.

Designed once more by Dalziel & Pow, the 16,199 sq ft store has a window-free open frontage.

The racy visual merchandising that characterised its debut is also a feature of here, with mannequins posed astride a partially peeled giant banana just inside the entrance, pushing the boundaries of what might normally be acceptable in a shopping centre.

Unique to the Bluewater site is a carnivalesque ‘house of mirrors’ effect in which the digital content is reflected on a mirrored ceiling, as if continuing infinitely. The effect is like a fairground and in the fitting rooms Missguided shoppers will also encounter infinity mirrors and a Miami pool party theme, complete with palm trees, wallpaper and emoji signage.

In total, the store is about playing with scale, contrasting materials, colour, light and shadow, and creating a theatrical and photogenic fashion experience.