American design studios SAW and MOA have teamed up to conceive a "nomadic fitting room" for an online retailer that sells intimate apparel for women (+ slideshow).

Called the Try-on-Truck, the mobile store was built for True&Co, an internet-based lingerie company founded in 2012 and headquartered in San Francisco.
It is the first physical shop for the retailer, which is known for its online quiz that helps women identify the ideal type of bra for their body.

"The True&Co Try-On-Truck is a nomadic fitting room, traveling across the country to allow women to try on lingerie in an intimate setting within public spaces," said the design team.
"The vehicle creates a highly transformable, flexible and comfortable space on a mobile platform, providing the ability to deploy on a new site daily."
The retailer initiated the project because it wanted a way for its customers to have a direct experience with its products.
At the portable store, customers browse and try on undergarments with the help of personal assistants. They can then order merchandise, which is in turn shipped to them.

The project brief was rather complex, said the designers.
The shop needed to both attract a crowd and offer privacy for shoppers. It also needed to "clearly and strikingly communicate brand identity but also create a mysterious allure," they said.

The store sits atop a 24-foot-long (seven-metre) trailer that originally was intended to carry a tiny ho...