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.
Berlin; July 2014
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.
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.
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