Desigual redefines shopping with an artistic flair

Spanish designer takes creativity from the clothes to the boutique

Designer Desigual lives up to its slogan ‘Desigual is not the same.'

Founded in 1984 by a young Thomas Meyer in his early 20's, the ever-popular European brand Desigual has always had a specific-clear vision.

Meyer wanted to create eccentric, original, differentiated clothing with a sense of humour all at accessible prices. Twenty-three years later and Desigual (with a backwards S) has 700 Spanish retailers stocking the brand and continuing on a growths berg in the other European markets, especially in the UK. It has been ten years since the Spanish brand arrived in the UK, and even the hardest critics describe the store as “fantastic” and “refreshing.”


I was lucky enough to have stepped foot in a Desigual store in London, England when I was on a store planning trip for school in May 2008. The two other ladies I was with were also extremely impressed and we made sure we told one of the mangers in the store. I recently was rummaging through some souvenir papers and maps when I came across the little card of the brand Desigual on it and instantly remembered how cool I thought the store was. Everything from the clothing itself to the fixtures (hanger rods), were 100 per cent original ideas.

Desigual carries men's, women's and children's wear, along with accessories. Sorry to say but the closest we Canadians can get to the brand is in California, Washington or Florida in the United States.

Although their clothing designs are unique and colourful, the stores themselves are creative artistic outlets.

As soon as you walk in painted messages like “Look in the Mirror” and “Magic T-shirts for sale” catch your eye. Graffiti and painted messages are plastered on the walls. Washing hangs from the ceiling, while chalkboards tells buyers the price and giant video screens attribute to the visual noise concepts.

Selling the clothes as if they were fruits and vegetables at a market, Desigual clothing is at times displayed on wooden fruit boxes and splashes of colour thrown everywhere.

The mannequins are no longer in boring stiff positions, but instead placed doing cartwheels or in hip-hop moves.

Desigual ad campaigns are not beauty shots, but extensions of normal people. With naked mannequins in the windows to posters of kids picking their noses.

Everything about Desigual is unique. The retail environment oozes attitude and tells a story for the customer. I have yet to see any American or Canadian brand top the creativeness that Desigual processes.

Check out their official website at Desigual.com.