Video: Check out Primark ’s massive Madrid flagship

Irish budget fashion retailer Primark has opened a massive 133,000-sq.-ft. flagship in Madrid.



Based on the concept of an urban sanctuary and designed by Dalziel + Pow, London, the immersive space draws on the creative spirit of the Spanish capital, and offers shoppers moments of surprise throughout, including an impressive 360-degree digital experience in the atrium that features 11 large interconnected transparent LED screens arranged around the four-floor octagonal space.



With content that ranges from a fantasy forest to a fashion show, the digital displays immediately draw in Primark customers with an unexpected stream of transitional content that interacts dynamically with the surrounding architecture (children peeking around the columns, for example) for a surreal, holographic effect. The transparent screens allow both product and architecture to be viewed through the digital displays for a multi-layered, 3D effect.



To bring a local feel to the store, Dalziel & Pow worked 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.



Dalziel & Pow also collaborated with Primark on its Boston store, which opened in September, and marked the brand’s entry into the United States.