New Primark flagship store includes 11 LED screens

The interiors of the new store based in Madrid have been designed by Dalziel & Pow, and include a series of digital screens and art installations.

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Dalziel & Pow has designed the interiors for Primark’s new flagship store in Spain, incorporating art installations and digital design in what it calls a “theatrical, cinematic” experience.

The new 12,000 m2 store is based in Gran Vía, Madrid, and includes an octagonal atrium with 11 transparent LED screens showing video and audio.

It is based within a historical building originally home to the Madrid-Paris Department Store, open between 1924 and 1934, and has retained its circular, 30-metre high dome and central staircase.

The LED screens also create a holographic effect, and aim to provide content that “interacts with the surrounding architecture and products” in the store, says Dalziel & Pow.

The store includes “resting areas” for customers, and high windows which aim to allow natural light into the building.

It also includes a “trend room”, which uses screens to showcase new trends and help customers “create their own look”.

Alongside the screens, there are artworks by Madrid-based artists, including illustrations, installations, sculptures and typography, which aim to represent the city’s “creativity”. Installations include street art and coloured paper origami.

The consultancy says the store, which opened this month, is a “brave” move for the retail sector and aims to support the regeneration of the Gran Vía district.

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