- Client:
- Primark
- What we did:
- Research & Insights, Brand Strategy, Brand Positioning Development, Brand Identity Design, Brand Naming, Customer Journey Mapping, Retail Strategy, Retail Design, Retail Flagship Design, Concept Rollout, Communications Design, Brand Collateral, Packaging Design, Art Direction, Digital Interaction Design, Motion Graphics, Content Creation, Campaigns
- Awards
- 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.
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.
In partnership with O'Shea Moro, we commissioned art installations by local Madrid-based artists to bring the creative spirit of Madrid to life in store. From street art to an installation of coloured paper origami by Nuria Mora, the work shows the breadth of creativity in the city.
Every Primark store has a hand-drawn map of its home city to add a sense of place.
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.
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.
