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Engaging, unexpected and truly appropriate digital design

Dalziel & Pow have created an innovative LED digital installation for Primark's latest flagship in Gran Vía, Madrid. Learn more about the making of here.

Dalziel & Pow
By Dalziel & Pow
Posted 30. 10. 2015
NEWS madrid primark techstory featureimage

Our innovative LED digital installation for Primark’s latest flagship in Madrid breathes new life into one of the city’s most iconic buildings.

Led first and foremost by the brand and customer experience, the intention was to enhance the remarkable atrium space and to present film and animation in an innovative way. Transparent LED screens allow both the product and architecture to be viewed through the digital displays creating an open and integrated feel. Synchronised content travels between the screens to draw the eye around the space. For example, men seem to walk flights of stairs from one balcony to the next, and women float gracefully between floors on luminescent stars and moons.

The content had to be carefully conceptualised and art directed to flow across all 11 screens. The diverse inspiration ranges from 1920s cinema and the kinetic light sculptures of Bauhaus artist László Moholy-Nagy, to contemporary fashion shows and music videos.

Fifteen high-production fashion films were made to represent Primark’s Men’s, Women’s and Kids departments. Shot on one of the UK’s largest green screens, they transport shoppers to a range of fantasy worlds, including a shoal of children swimming underwater and models appearing through shards of light. We partnered with the studio Squire Productions for the filming, audio-visual experts Technomedia Solutions, choreographer Christian Storm and Sav Akyuz (storyboard artist on John Lewis’s ‘The Bear and the Hare’) to help deliver this part of the concept. Bespoke sound adds an extra layer of immersion to the experience. Working with sound designers Wave Studios, we composed an original soundtrack of 15 instrumental pieces along with a bank of sound effects that pan and fly around the space for a real sense of theatre.

A further raft of content was created in-house by our motion graphics team. Including stunning effects such as cascading rose petals, floating balloons, pop-up cities and maps to communicate Primark’s international presence, dynamic frames to house Primark’s campaign films, links to the brand’s social media, and navigational cues to help customers shop the store.

This blend of content, technology, architecture and design creates something of a landmark for Madrid and the brand. It is engaging, unexpected and appropriate creating a dynamic and evolving canvas for the brand and the customers to enjoy. This is retail theatre at its best.

Read the full story here.

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