Missoma, Covent Garden

Services

Creative direction

Retail design

Full 3D branded interior concept design

Production

Installation

About

For a brand as digitally native and beloved as Missoma, the opening of their first physical retail space in London's iconic Covent Garden was a landmark moment. We, at Alter/d, were thrilled to partner with Missoma on this exciting journey, translating their distinct online identity into a tangible, immersive experience. Our design process was deeply rooted in understanding the essence of Missoma – their layered aesthetic, their connection with their community, and their commitment to quality and personal expression.

Size: 33 Sqm

Crafting the Missoma Experience: Designing Their Covent Garden Flagship

Understanding the Missoma DNA

Our initial phase was all about immersion. We delved deep into the Missoma brand, analysing its online presence, customer base, and core values. We spent time understanding:

  • The Layering Philosophy: Missoma is synonymous with the art of layering jewellery. This concept became a central pillar of our design, influencing everything from product displays to the overall spatial flow.

  • The Community Connection: Missoma fosters a strong sense of community online. We aimed to create a space to nurture this connection in person, encouraging interaction and discovery.

  • The Brand Aesthetic: Their visual identity blends a contemporary, minimalist sensibility with a touch of warmth and approachability. We sought to capture this balance in the store's design.

From Digital to Physical: Translating the Online Experience

The challenge was translating Missoma's successful online experience into a physical environment. We focused on key elements:

  • Creating a Journey of Discovery: Just as customers explore and curate their layered looks online, we designed the store to encourage exploration. Bespoke display units, varying in height and form, invite customers to discover individual pieces and envision how they might be styled together.

  • Highlighting Product Versatility: We incorporated interactive elements and styling guides within the store to showcase the versatility of Missoma's pieces and inspire customers to experiment with different combinations.

  • Embracing Natural Light and Materials: Covent Garden's unique character, natural light, and historical architecture informed our material palette. We opted for joyful materials like tile, microcement, and brass accents to create a warm, inviting atmosphere that complements Missoma's jewellery.

Key Design Elements

Our design for the Missoma Covent Garden store incorporated several key features:

  • Layered Display Systems: Bespoke display units were designed to showcase jewellery in layered arrangements, mirroring the brand's signature style. These units varied in height and texture, creating visual interest and allowing for flexible merchandising.

  • The Styling Bar: A dedicated styling bar allows customers to experiment with different pieces, try on combinations, and receive personalised styling advice from in-store experts. This fosters the brand's community aspect.

  • Integrated Digital Experiences: A digital screen showcased campaign imagery, styling inspiration, and behind-the-scenes content, seamlessly blending the online and offline worlds.

  • Warm and Inviting Atmosphere: We used joyful materials, soft lighting, and considered spatial planning to create a welcoming and approachable environment that encourages customers to linger and explore.

  • Sustainable Considerations: Reflecting Missoma's commitment to sustainability, we prioritizsed using responsibly sourced materials and considered the environmental impact of our design choices.

The Result: A Physical Embodiment of the Missoma Brand

The Missoma Covent Garden store is more than just a place to purchase jewellery; it embodies the brand's ethos. It's a space where customers can connect with the brand on a deeper level, discover new pieces, and experience the joy of personal styling. We are incredibly proud to have helped Missoma bring their unique vision to life in this iconic London location.

Interior of a jewelry store with modern design, featuring display tables with jewelry, green walls, decorative vases, large mirrors, and promotional images of models wearing jewelry. The floor has a wavy, patterned design. Brand name 'MISSOMA' is vis
Missoma jewelry display with necklaces, bracelets, and earrings in a glass case, featuring collections by Lucy Williams, Solid Gold, and Harris Reed, with promotional images and red display stands.

 

Storefront of Missoma jewelry store, featuring blue facade and window display with gold jewelry designs, located on an urban street with a person walking by.
Stylish piercing suite with blue chair and red curtain
Interior of a Missoma jewelry store with green walls and artistic decor, featuring jewelry displays, large advertisements, and modern lighting.
Jewelry display in a store with 'Trending' sign, showcasing gold necklaces and earrings on red stands, with promotional images in the background.
Modern blue-tiled bathroom with a round mirror, blue basin, gold fixtures, wall art, and shelf with bottles.
Storefront with the sign "Missoma," illuminated string lights overhead, brick buildings, and additional shop signs on a dark night street.

 

Rendering of Missoma store interior and exterior, showcasing jewelry displays and promotional posters.
Interior design of a stylish jewelry store, featuring colorful displays with Missoma branding. Walls are painted in pastel green and blue with red accents. Jewelry is displayed in modern shelves against the walls and on central tables. Large photos o
Top view of a room with wavy patterned floor, a central table, plants, and a sign reading 'Gold Diggers Welcome.'
A modern interior design with a color palette of blue, pink, and white. The top image shows a hallway with geometric flooring, a large potted plant, and a wall with artistic collage. The bottom image features a small room with a blue chair, mirror, a

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