Missoma. Selfridges, London
Services
Creative direction
Retail design
Full 3D branded interior concept design
Technical development
Manufacture
Install
About
Alter/d designed and produced an in-store brand experience for the Demi luxury jewellery brand Missoma in Selfridges. The key challenges for a luxury brand entering a department store are to create a visually striking space that also looks timeless, all within the store's framework. We worked collaboratively with the brand to understand its personality and values, allowing us to capture the spirit of Missoma.
The brief was to create an eye-catching brand experience that would immerse the consumer in the heart of Missoma, enhancing the emotional bond between the customer and the brand while also providing Missoma with space to showcase its vast range of jewellery.
Our approach focused on the warmth and approachability of the brand. We achieved this by emphasising forms and materials with tactile qualities, drawing inspiration from Mediterranean architecture in the hope of evoking the joy people experience on holiday.
The key to the project's success was understanding how the jewellery would complement the chosen materials and forms. We had to be sympathetic to the tones of the gold jewellery, which is at the heart of the Missoma brand.
Size: 16 Sqm
Unveiling the Missoma Sanctuary: Designing Their First Concession at Selfridges
Marking a significant milestone for the brand, Missoma's first permanent concession within the prestigious Selfridges department store in London was designed to be more than just a retail counter. It was envisioned as a dedicated sanctuary, a tangible extension of their online world, where customers could immerse themselves in the art of layering and discover the brand's signature aesthetic in a tactile and personalized way. Our approach at Alter/d focused on creating a space that felt both distinctly Missoma and seamlessly integrated within the luxurious environment of Selfridges.
Translating Online Connection to a Physical Presence
For a brand that cultivated such a strong online community, the design challenge was to translate that sense of connection and discovery into a physical retail experience. We aimed to create a space that:
Echoed the Layering Philosophy: Just as customers curate their layered looks online, the concession needed to intuitively guide them through the art of combining different pieces.
Offered a Personalised Experience: Emphasising Missoma's focus on individual style, the design incorporated elements that facilitated one-on-one consultations and personalised styling advice.
Reflected the Brand's Aesthetic: The concession needed to embody Missoma's contemporary yet approachable style, blending minimalist elegance with warm, inviting touches.
Felt at Home in Selfridges: The design had to respect and complement Selfridges’s high-end environment, creating a cohesive and elevated brand presentation.
Key Design Principles: Intimacy and Discovery Within a Grand Setting
Several key principles guided our design for the Missoma Selfridges concession:
Creating an Intimate Space: Within the larger department store setting, we aimed to carve out a distinct and intimate area that felt like a dedicated Missoma world.
Facilitating Exploration: The layout and fixtures were designed to encourage browsing and discovery, allowing customers to easily explore the diverse collections and individual pieces.
Highlighting Product Versatility: Display solutions were developed to showcase the versatility of Missoma's jewellery and inspire customers with layering ideas.
Providing Dedicated Consultation Areas: Comfortable and well-lit spaces were integrated to facilitate personalized styling sessions with Missoma experts.
Using High-Quality Materials and Finishes: The material palette and finishes were carefully selected to reflect the brand's quality and align with Selfridges’ sophisticated aesthetic.
Key Design Elements of the Missoma Selfridges Concession
The Missoma Selfridges concession incorporated several key design features:
Layered Display Systems: Bespoke display units of varying heights and materials showcased curated layered looks and allowed for the presentation of individual pieces and collections.
The Styling Bar: A dedicated counter or bar area provided a focal point for customers to interact with the jewellery, try on combinations, and receive styling advice.
Warm and Inviting Lighting: Carefully considered lighting highlighted the sparkle and detail of the jewellery while creating a welcoming and intimate atmosphere.
Harmonious Material Palette: The use of materials such as brushed metals and subtle textural elements contributed to a sophisticated yet approachable feel.
Integrated Branding: Subtle and elegant branding elements reinforced the Missoma identity without overwhelming the product.
Flexible Merchandising: The design incorporated flexible display solutions to accommodate new collections and seasonal changes.
A New Chapter in Retail Presence
The design of Missoma's first concession in Selfridges, London, marked an important step in the brand's retail journey. By creating a dedicated space that seamlessly translated their online ethos into a tangible experience, the concession provided a new opportunity for customers to connect with the brand, discover their signature layered style, and receive personalised guidance within one of the world's most iconic department stores. It was designed to be a true reflection of Missoma's unique charm and commitment to empowering individual expression through beautiful jewellery.
