PRIMARK, ANTWERP

City Flagship

5,900m2 / 63,500ft2

Interior Architecture (RIBA 1-4)

Graphic Hierarchy, Wayfinding & Tone of Voice 

As the diamond capital of the world, Antwerp provided us with a clear cut, glittering narrative for this Primark city flagship. Uniting several buildings, our architectural approach opened up connections and vistas creating

ease of customer journey, whilst simultaneously we applied the diamond inspired ‘local’ narrative through applied graphics, insta moments, story telling & messaging at all key customer touch-points.

Photo credit: Jonathan Taylor / Marcus Peel

Work undertaken while at HMKM with Graphics by sister studio COLLABORATION NATION.