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As part of our overall design of Primark’s Berlin flagship, we spotted an opportunity to make the vast atrium wall into an engaging feature – exposing branded content in an innovative way and linking back to locality. Interiors, Digital and Graphics teams worked together to install an inspiring solution.

Where, When

Berlin; July 2014

About the client

Constantly striving to evolve and innovate, Primark believes that its latest store should always be its best store. The latest chapter in our 20-year history working together sees a fusion of retail design, art direction and digital to upgrade and enhance the consumer journey.

A bit more detail

A bespoke media installation using Projection Mapping – one of the first permanent applications of this tech in a retail interior – to screen branded content onto a 7 x 13m wall map of Berlin. Brand films, animations and campaigns are projected in a high-impact fusion of visuals and sound, oscillating between a single large screen and individual cells.


The design connects to the community on a micro/local level, while the content links to macro/global brand activity. Visible from two floors, it makes for a dramatic focal point instore. There’s great scope for the canvas to evolve, too: expect to see dynamic data and live online feeds added in the near future.

More projects

5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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