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Primark, Madrid: a journey of discovery and surprise

Pioneering digital design meets bespoke art installations in our new flagship for Primark, situated in Madrid’s bustling Gran Vía.

Based on the concept of an urban sanctuary, we created an immersive space that draws on the creative spirit of the Spanish capital and offers moments of surprise throughout the customer journey, including a 360-degree cinematic experience in the atrium.

Explore this iconic flagship in our video below.

The historic building has been sensitively restored using traditional techniques and materials, such as horsehair plaster and references to Moorish pattern and tiling. While an eclectic and local feel is expressed through illustrations, sculpture and large-scale typographic treatments made by a series of diverse Madrid-based artists, commissioned by us in partnership with O’Shea Moro. From street art to an installation of coloured paper origami, the work is inspired by the breadth and creativity of Madrid.

Mesmerising paper installations from Spanish street artist Nuria Mora.

For the atrium we designed a digital experience using 11 large interconnected transparent screens – along with a wealth of bespoke content and audio that plays to this transparency – arranged around the four-floor octagonal space to create a 360-degree experience. This digital design offers something surprising and exciting for all ages with every scene, leading customers around this impressive 133,000sqft store.


From a fantasy forest to a fashion show, Primark customers are immediately presented with an unexpected stream of transitional content, which interacts dynamically with the surrounding architecture (for example, children peeking around the columns) for a surreal, holographic effect. Transparent LED screens allow both product and architecture to be viewed through the digital displays for a multi-layered, 3D effect. The technology is engaging, unexpected and truly appropriate.

We partnered with leading industry specialists to help deliver our multi-faceted store concept. It is a bold, brave, unprecedented move not just for Primark, but the sector at large, and also helps support the wider regeneration of the Gran Vía district.

Read about the making of our LED digital installation here.

View our coverage:

Alu Mind
AV Magazine
Chain Store Age
Design Week
Prosthetic Knowledge
Retail Design Blog
Retail Focus
Retail Week

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