News

Digital redesign debuts at Primark store in Madrid

Squire, a U.K.-based creative content studio, and Dalziel & Pow, an independent agency that represents brands worldwide, recently announced that they partnered to bring what the companies call an innovative digital installation.

November 11, 2015

Squire, a U.K.-based creative content studio, and Dalziel & Pow, an independent agency that represents brands worldwide, recently announced that they partnered to bring what the companies call an innovative digital installation Primark's new flagship store in Madrid. 

Primark is a leading fashion retailer based in Ireland.

Dalziel & Pow said in a press release it developed a unique product using 11 large interconnected transparent screens – along with a wealth of bespoke content and audio that plays to this transparency – arranged around the central octagonal atrium for a 360-degree experience. The intention of this arrangement was to enhance the space and to present film and animation in an innovative way. Transparent LED screens enable both the product and architecture to be viewed through the digital displays creating an open and integrated feel, according to the announcement.

Fifteen high-production fashion films were made to represent the retailer's men's, women's and kids departments.

Dalziel & Pow partnered with the creative content studio Squire for the filming, audio-visual experts Technomedia Solutions, choreographer Christian Storm (credits include Kylie Minogue's 'Can't Get You Out of My Head' music video) and Sav Akyuz (storyboard artist on John Lewis's 'The Bear and the Hare') to help deliver this part of the concept.

A further raft of content was created in-house by Dalziel & Pow's motion graphics team and include pop-up cities and maps to communicate Primark's international presence, dynamic frames to house Primark's campaign films, links to the brand's social media, and navigational cues to help customers shop the store.