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