Madrid – Primark has unveiled a dynamic digital 360-degree display for its new Spanish flagship store.
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
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,
‘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.
Even fast fashion retailers are learning that they cannot compete with the immediacy and convenience of online retail. To learn more about how flagship stores may become brand embassies that facilitate rather than dictate consumer journeys, read our Explorium Retail mircotrend.