Missoma SHINES on Carnaby Street: Injecting Vibrancy into a London Icon

Following the successful launches in Covent Garden and Leeds, we at Alter/d were thrilled to collaborate once again with Missoma on their latest retail venture – a vibrant new store nestled in the heart of London's iconic Carnaby Street. This location presented an exciting opportunity to tap into the street's unique energy and translate Missoma's signature style into a dynamic and engaging retail experience that resonated with Carnaby's eclectic spirit.

Embracing the Carnaby Vibe: Energy and Individuality

Carnaby Street is renowned for its bold fashion, independent boutiques, and lively atmosphere. Our design approach for Missoma's Carnaby store was deeply influenced by this unique context. We aimed to create a space that:

• Mirrored Carnaby's Energy: The design needed to feel dynamic and engaging, drawing in the bustling foot traffic and reflecting the street's vibrant personality.

• Celebrated Individuality: Just like the diverse styles seen on Carnaby Street, the store design aimed to empower customers to express their unique style through Missoma's layered jewellery.

• Offered a Distinct Experience: While maintaining brand consistency, we sought to create a Missoma store with its own distinct flavour, tailored to the Carnaby audience.

Core Design Principles: Boldness and Discovery

Building on the established Missoma retail language, our design for Carnaby Street embraced a bolder and more playful approach:

• Amplifying Layering: Given Carnaby's fashion-forward reputation, we further emphasised the art of layering, creating visually striking displays showcasing bold combinations and encouraging experimentation.

• Creating Moments of Discovery: We designed the store layout to encourage exploration and serendipitous finds, mirroring the exciting discoveries often made while strolling down Carnaby Street.

• Injecting Colour and Texture: In response to Carnaby's vibrant aesthetic, we introduced bolder colour accents and textural elements to create a visually stimulating and engaging environment.

Key Design Elements on Carnaby Street

The Missoma Carnaby Street store incorporated several key design features that set it apart while staying true to the brand's core identity:

• Statement Display Walls: Eye-catching display walls showcased curated layered looks and key collections, acting as visual magnets to draw customers into the store.

• Interactive Styling Zones: Dedicated areas encouraged hands-on experimentation with different jewellery combinations, fostering a sense of playfulness and personal expression.

• Bold Colour Accents: Strategic pops of colour, inspired by Carnaby's vibrant streetscape, were integrated into the design through fixtures, furniture, and visual merchandising.

• Mix of Materials and Textures: We incorporated a mix of materials and textures to add visual interest and depth, reflecting Carnaby Street's diverse and eclectic nature.

• Street-Facing Presence: The storefront design was carefully considered to maximise visibility and create an inviting entrance that drew passersby into the Missoma world.

Missoma's Spark Ignites Carnaby Street

The Missoma Carnaby Street store represents an exciting fusion of the brand's signature layered aesthetic and the iconic energy of its location. It's a space designed to inspire creativity, encourage self-expression, and connect with a fashion-forward audience in one of London's most vibrant retail destinations. We are delighted to have continued our collaboration with Missoma, helping them bring their unique sparkle to the heart of Carnaby Street.