Primark phygital

Madrid – Primark has unveiled a dynamic digital 360-degree display for its new Spanish flagship store.

• The fast fashion brand has breathed new life into a historic building on Madrid’s Gran Via
• The retailer is seeking new custom among Spain’s recession-suffering, price-conscious consumers

Enveloping the imposing octagonal atrium of Primark’s new flagship store in Madrid, 11 transparent LED screens narrate in dynamic digital visuals an immersive story of retail theatre. Commissioned videos and audio play on the screens, achieving a benign Blade Runner effect.

Among the presentations are 15 high-production films designed as a showcase for the retailer’s men’s, women’s and children’s collections. The aim of the installation, developed with the theme of ‘sanctuary’ by creative agency Dalziel & Pow, was to enhance the space and present film, sound and animation in an innovative and immersive way. Transparent LED screens enable the products, architecture and space to be seen and experienced concurrently.

‘Being on Gran Via and in such a large space is obviously a symbolic step for Primark. It’s the icing on the cake for the new king of low-cost clothing retailing in Spain,’ says Madrid-based retail consultant Carlos Hernandez.