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Behind the scenes of Primark's Madrid flagship store

Digital design, bespoke art installations, a fantasy forest and a fashion show are just some of the elements that feature in the design of Primark's new Madrid flagship store on the Gran Via.

Based on the concept of an urban sanctuary, the immersive space, which spans 133,000sqft, has been designed by brand and retail design agency Dalziel & Pow to deliver Primark's customer experience ambitions that go above and beyond a fashion destination.

Speaking to The Drum Andrew Piepenstock
, associate design director, interiors at Dalziel & Pow explained some of the different elements in the store.

"Drawing on the creative, expressive spirit of the Spanish capital, our concept, offers moments of surprise throughout the customer journey, including a 360-degree cinematic experience in the atrium," he said.

"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."

The digital LED screens interact dynamically with the surrounding architecture (for example, children peeking around a column) to give a holographic effect. Transparent screens also feature to allow both product and the building's 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," added Piepenstock.

To bring a local feel to the store, Dalziel & Pow worked in conjunction with Spanish fashion consultancy O’Shea Moro to commission a series of Madrid-based artists to create illustrations, sculpture, large-scale typographic treatments and installations.

"Primark's ambition was to create not only a fashion destination, but a totally immersive experience for the customer," continued Piepenstock. "A place to shop the hottest trends, and retreat and relax away from the bustling Gran Vía. Our concept offers moments of surprise throughout the customer journey – there’s something new to discover with each visit."

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