Pri­mark

Re­defin­ing and strength­en­ing its of­fer in value fash­ion, Pri­mark re­cently launched the re­vamped flag­ship in Ox­ford Street, which de­liv­ers a mem­o­rable store and brand ex­pe­ri­ence. De­signed by Dalziel & Pow, the store’s the­atri­cal store de­sign con­cept highli

VM&RD - - CONTENTS -

Lead­ing fash­ion re­tailer Pri­mark re­cently un­veiled its lat­est flag­ship on Ox­ford Street, Lon­don of­fer­ing the best in value fash­ion spread over a large area of 82,400 sq ft across four floors. De­signed by Dalziel & Pow, the store con­cept is an up­dated in­ter­pre­ta­tion of the brand sig­na­ture from its pre­de­ces­sors in Berlin, Ed­in­burgh, and Strat­ford in the con­text of the build­ing at this her­itage lo­ca­tion. “Ris­ing costs com­bined with re­duced con­sumer spend­ing en­sures that com­pe­ti­tion within the value fash­ion sec­tor is in­tense. Suc­cess­ful brands strive to dif­fer­en­ti­ate, of­fer­ing value and fash­ion com­bined with a mem­o­rable store and brand ex­pe­ri­ence. Pri­mark’s lat­est flag­ship in Ox­ford Street com­bines th­ese val­ues, build­ing on a strong po­si­tion and push­ing for­ward,” says David Wright, Group Mar­ket­ing Di­rec­tor, Dalziel & Pow. Lo­cated at the Tot­ten­ham Court Road end of Ox­ford Street, Pri­mark’s new store bookends the re­tail hub of Lon­don’s West End, along with its older sis­ter at Mar­ble Arch. Span­ning across three build­ings, the store mixes her­itage with con­tem­po­rary ar­chi­tec­ture in its stun­ning façade, with each en­trance lead­ing

into a dis­tinctly dif­fer­ent en­vi­ron­ment for the shop­per.

“The main Ox­ford Street en­trance ar­rives in the atrium with a dig­i­tal lift wall, which fo­cuses on high level vis­tas of VM and dig­i­tal dis­play. An­other features a recre­ated ‘tube car­riage’ dis­play wall that pro­motes dif­fer­ent looks, com­bin­ing dig­i­tal dis­play with key prod­uct lines. By con­trast, ar­riv­ing via Tot­ten­ham Court Road presents a dis­tinct des­ti­na­tion within the store – a darker, the­atri­cal space, with pops of colour to high­light a pace of fash­ion that is now syn­ony­mous with Pri­mark,“David ex­plains.

While the over­all shell of the store is re­tained, the var­i­ous de­part­ments are de­signed to de­liver great ex­pe­ri­ence with the use of ar­chi­tec­ture, fix­tures, pre­sen­ta­tion and graphic com­mu­ni­ca­tion. Ex­cit­ing high­lights are pre­sented in the store with the use of dy­namic graphic walls which use de­part­ment spe­cific con­tent to help in way find­ing.

De­part­ment spe­cific frame walls line the es­ca­la­tors, and mer­chan­dise is merged with VM, and graphic and dig­i­tal com­mu­ni­ca­tion, to en­sure the shop­ping ex­pe­ri­ence is as lively in the atrium as it is on the shop floor. Cash desks have been lo­cated within her­itage ar­eas of the build­ing, where care has been taken to re­veal th­ese and make them rel­e­vant to a con­tem­po­rary re­tail en­vi­ron­ment.

Dig­i­tal in­te­gra­tion acts as a key el­e­ment to this store. “We were com­mis­sioned to cre­ate Pri­mark’s first ever se­ries of brand films, which show­case the at­ti­tude of the brand us­ing the key val­ues of ‘Fash­ion, Value, Fun, Ex­pres­sive and Eclec­tic’. Th­ese films, along with sea­sonal cam­paigns, are played on a gi­ant lift wall, made up of nearly three mil­lion LEDs. We cre­ated a se­ries of an­i­mated nav­i­ga­tion that works with the films and helps cus­tomers nav­i­gate the store,” David says.

The nav­i­ga­tion sys­tem which cap­tures the at­ten­tion of the shop­pers while lead­ing them through the store is dis­tinctly de­part­ment spe­cific in de­sign con­cept.

Sea­sonal im­agery is pro­jected onto brick arches on the ground floor. The cash desks on the first and sec­ond floors fea­ture a huge Pri­mark logo, ex­tend­ing the width of seven win­dows mak­ing a su­per-sized brand state­ment.

Ac­cord­ing to Dalziel & Pow, Ox­ford Street is the best Pri­mark store to date and the brand’s method of ‘con­tin­u­ous devel­op­ment’ will en­sure the best is yet to come. “To­gether with Pri­mark we con­duct con­tin­u­ous re­search, trav­el­ling to ma­jor cities around the world to re­view and chal­lenge an evolv­ing mar­ket with a fresh and rel­e­vant ap­proach.”

Span­ning across three build­ings, the store mixes her­itage with con­tem­po­rary ar­chi­tec­ture in its three dis­tinctly dif­fer­ent en­vi­ron­ments

Ex­cit­ing high­lights are pre­sented in the store with the use of dy­namic graphic walls which use de­part­ment spe­cific con­tent to help in way find­ing

Win­dows flank­ing the atrium on each level help high­light the of­fer­ings through styl­ized dis­plays on that floor

The cash desks on the first and sec­ond floors fea­ture a huge Pri­mark logo, ex­tend­ing the width of seven win­dows mak­ing a su­per-sized brand state­ment

VM, graphic and dig­i­tal com­mu­ni­ca­tion in the atrium en­sures the shop­ping ex­pe­ri­ence is as ex­cit­ing there as on the shop floor

Pri­mark’s first ever se­ries of brand films show­cased in dig­i­tal screens pro­moted the brand at­ti­tude

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.