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
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