Amazing Fashion, Amazing Spaces

What we did:
Experience Strategy & Ideation, Brand Strategy, Brand Positioning, Brand Identity Design, Brand Naming, Customer Journey Mapping, Customer Research & Profiling, Retail Design from boutique to flagship, Retail Flagship Design, Concept Rollout, Communications Design, Packaging Design, Art Direction, Digital Interaction, UX & UI, Motion Graphics, Brief Development, Campaigns
Retail Week, Drapers, EuroShop & more

The Challenge

Shopping for low-cost clothing doesn’t mean low expectations when it comes to the retail experience. Constantly striving to evolve and innovate, Primark believes that its latest store should always be its best - an attitude that has ensured they remain at the forefront of value fashion. With this strong ambition at the heart of its retail strategy, Primark needed an agency partner to help them achieve their vision.

Primark grid image

Our approach & solution

Working alongside Primark for 30 years, we’ve upgraded and enhanced the consumer journeys across dynamic flagship stores in the UK and Europe through brand strategy, retail design, art direction, digital experiences, brand evolution and communications. We also helped the brand debut in the United States in 2015 with a bold new flagship in Boston.

Our design for Madrid fuses pioneering digital design with art installations to create an urban sanctuary. The centrepiece is a 360-degree cinematic experience in the atrium space, where 11 interconnected transparent screens play bespoke content.

We helped launch the brand in the USA with a flagship store in Boston. Bespoke local and artistic touches, including the ‘Hello Boston’ mural, tell the brand’s international fashion story and have become a signature of Primark stores worldwide.

Every Primark store has a hand-drawn map of its home city to add a sense of place.

Creation of the new Brand Identity that is still in use today.

We designed and influenced key aspects of Primark Birmingham, the brand’s largest flagship to date. A ‘city of stories’ concept lies at the heart of the store design. Key graphics and signage feature local dialect communicated with a fun and affectionate tone of voice.

To help navigate around these fashion flagships, digital screens act as flexible, high-impact displays for wayfinding, which can be updated with seasonal and brand campaigns.


Retail Week awards 2020
Primark Birmingham shortlisted for Store of the Year - Large Format
EuroShop 2017
Primark Madrid won the Retail Design Award
Retail Week Interiors Awards 2016
Primark Madrid won Retail Interior of the Year and Best Overseas UK Store Launch
Mapic Awards 2015
Primark Boston won Best Fashion & Footwear Retail Concept
Drapers Awards 2014
Primark Berlin won Best Store Design of the Year
Retail Week Awards 2014
Primark Oxford Street won Store Design of the Year

What our client says

An exciting and inspiring store environment creates the essential backdrop to showcase Primark’s unique product proposition.” Paul Marchant
Chief Executive, Primark

Let's make something great together. Contact us to start the ball rolling.

Get in touch today:

5–8 Hardwick Street

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