Primark phygital
Primark by Dalziel & Pow, Madrid

Primark phygital

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

Article/18620 #1
Digital Display at Primark designed by Dalziel & Pow, Madrid

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.

The Big Picture

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.

Discover More News
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
Elemis brings beauty trackside with new Aston Martin F1 collection

News

Elemis brings beauty trackside with new Aston Martin F1 collection

Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership w...
Aston Martin : Elemis : Formula 1
Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

News

Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

Over half of cinema executives in the US believe the traditional cinema model will no longer be viable within the next 20 years, according to a new...
Movies : Entertainment : Stat
 New clubhouse for women’s sports retail opens in London

News

New clubhouse for women’s sports retail opens in London

A new retail concept is putting women’s sport centre stage this summer.
Sports : Retail : Fashion
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Fashion : Sustainability
Stat: Nearly half of women feel misunderstood by brands

News

Stat: Nearly half of women feel misunderstood by brands

Despite driving an estimated £25 trillion ($31.8 trillion, €29.4 trillion) in global discretionary spending, nearly half of women worldwide say bra...
Branding & Advertising : Brands : Retail
Modem’s Dream Recorder turns sleep into spatial storytelling

News

Modem’s Dream Recorder turns sleep into spatial storytelling

Dutch design studio Modem has unveiled Dream Recorder, an AI-powered device that transforms spoken memories of dreams into cinematic video se...
Technology : Modem : Dreams
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN