PRIMARK, DAMRAK

City Flagship

8,620m2 / 92,800ft2

Interior Architecture (RIBA 1-4)

Graphic Hierarchy, Wayfinding & Tone of Voice 

Located in a slender, seven-floor store in Amsterdam’s heart, our design inspiration came from the unique architecture of the canal house; Amsterdam’s heraldic coat of arms; and ‘gezellig’ - meaning the

conviviality of it’s people. This ‘local’ narrative plays out across the whole store, including the wayfinding and key customer messaging, welcoming all to shop there.

Photo credit: Jonathan Taylor

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