Primark Flagship, Madrid

Primark is probably the most important brand in retail at the moment, as it storms into new territories, devastating the competition with its insane prices and awe inspiring interiors.

Designed in collaboration with Dalziel & Pow, Primark’s latest flagship is in the heart of Spain’s capital city, and is a jaw dropping example of the trend we call the ‘Push for Posh’.

The massive, 133,000 sq ft four-storey space is an inspiring combination of art museum, planetarium and sartorial haven.

It’s retail meets theatre – with costumes you can buy right off the shelf.

Housed within a vast historic building in the heart of Madrid, the store features dozens of different zones bursting with surprising visual elements for an endlessly changing retail experience.

Experiential and engaging, the store invites exploration.

Dalziel & Pow have transformed an historic building into the ultimate digital ‘Push for Posh’ experience.

Chic seating areas provide a spot for relaxation between trying on clothes, a Trend Room inspires customers to create their own fashion-forward look, and sculptures and installations commissioned from local artists infuse the space with the city’s uniquely creative, expressive spirit.

And then there’s the digital side of things.

A series of 11 interconnected screens stream specially created linked audio and video content around the atrium, and see-through LED screens create a science-fictional holographic outcome.

Fashion videos, vintage-inspired short films and eye-catching light shows are beamed around the store to stunning effect.

But it’s not all tech.

The historic space has been lovingly restored and updated using techniques and materials appropriate to its heritage – with nods to local craft and architecture.

Eclectic, bold and about as theatrical as it gets, it’s a flagship store guaranteed to help Primark make its mark in Madrid.