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Breathing new life into a historic Madrid building, our latest flagship design for Primark fuses pioneering digital design with art installations to create an urban sanctuary for customers. Moments of surprise and retail theatre unfold throughout the 13,000sqm space, reflecting the creative, expressive spirit of the Spanish capital. The centerpiece is a 360-degree cinematic experience in the octagonal atrium space where 11 interconnected transparent screens play bespoke content and audio.

Where, When

Madrid, Spain; October 2015

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

Transparent LED screens allow both product and architecture to be viewed through the digital displays for a multi-layered, 3D effect, while the content interacts dynamically with the surrounding architecture, as if the models are walking around the physical store. Never used before in a retail setting, the ambitious digital concept was conceived of and developed by us in-house, and we partnered with leading industry specialists to help deliver it.


The space was sensitively restored using traditional techniques such as horsehair plaster and references to Moorish pattern and tiling. We commissioned site-specific art installations by seven local Madrid-based artists. With natural light pouring in via the atrium and perimeters, there’s a sense of calm as well as wonder, added to by the seating and recharging areas giving customers places to pause.

More projects

5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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