Based on the concept of an urban sanctuary, the immersive, theatrical space is a retreat from the bustling Gran Vía shopping street, where pioneering digital design meets bespoke art installations in this 133,000sqft flagship, which breathes new life into one of Madrid’s most iconic buildings.

Dalziel & Pow has drawn on the creative, expressive spirit of the Spanish capital for the concept, which offers moments of surprise throughout the customer journey, including a 360-degree cinematic experience in the atrium.

The historic building presented an exciting opportunity to create a unique concept for the brand. It has been sensitively restored using traditional techniques and materials, such as horsehair plaster and references to Moorish pattern and tiling. From the grand statements to the smallest details, this store merges historic architecture and contemporary design to create the ultimate flagship experience.

Natural light pours into much of the retail space via the atrium and windows, bringing calm into the space. Seating and recharging areas give customers the opportunity to take time out. On the ground floor, a ‘Trend Room’ takeover showcases new trends to inspire the customer and help them create their own look.

The intention for the digital element was to enrich the setting and present moving image in an innovative way, enhancing the customer experience. D&P developed a unique solution of 11 large interconnected transparent screens – along with a wealth of bespoke content and audio that plays to this transparency – arranged around the octagonal atrium.

From a fantasy forest to a fashion show, Primark customers are immediately presented with an unexpected stream of transitional content, which interacts dynamically with the surrounding architecture (for example, children peeking around the columns) for a surreal, holographic effect. Transparent LED screens allow both product and architecture to be viewed through the digital displays for a multi-layered, 3D effect. The technology is engaging, unexpected and truly appropriate. This is retail theatre at its best.

To bring the expressive, eclectic and local feel to the store, Dalziel & Pow worked in conjunction and collaboration with O’Shea Moro to commission a series of diverse Madrid-based artists to create illustrations, sculpture, large-scale typographic treatments and installations to the architecture of the building. From street art to an installation of coloured paper origami, the work is inspired by the breadth and creativity of Madrid to bring elements of surprise throughout the store.

Dalziel & Pow conceived and developed this multi-faceted store concept and partnered with leading industry specialists to help deliver it. It is a bold, brave, unprecedented move not just for Primark, but the sector at large, and also helps support the wider regeneration of the Gran Vía district.

About Dalziel & Pow
Dalziel & Pow is a leading, independent agency based in London, creating engaging brands all around the world. Offering strategy, design and innovation, its collaborative team of retail experts defines imaginative brands and delivers engaging experiences for a new era of customer. Clients include Samsung, Timberland, Target and John Lewis.

About Primark
Primark is one of the largest clothing retailers in Europe, offering customers quality, up-to-the-minute designs at value-for-money prices. It has 293 stores and employs over 62,000 people in the UK, Republic of Ireland, Spain, Portugal, Germany, the Netherlands, Belgium, Austria, France and the US. Primark, which is a subsidiary of Associated British Foods plc, was founded in June 1969 in the Republic of Ireland. In 2006, Primark opened a store in Madrid, Spain, its first in Continental Europe, and now operates from 11 million square feet of selling space across ten countries. Primark has been ranked a Leader by the UK’s Ethical Trading Initiative since 2011, and in 2014 Greenpeace’s Detox campaign recognized Primark as a leader on the issue of chemicals management.

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