Retail
Installation
Experiential
Client
Primark
Agency
Dalziel & Pow
Release date
Location
Madrid, Spain
What I did
Creative Lead
The context
Primark’s Gran Vía flagship in Madrid was conceived as an immersive retail destination, where architecture and media combine into a continuous visual journey through the store. A series of large-scale transparent LED screens form a central layer of the experience, guiding visitors across floors and moments. The ambition was to use digital content not as decoration, but as an integral part of the spatial narrative, enhancing movement, discovery and surprise, while reinforcing the flagship’s role as a cultural and experiential landmark in the city.
The approach
The LED installation was conceived as a flexible storytelling system, able to evolve over time while maintaining strong visual coherence. Content was designed to respond to changing retail moments, seasonal narratives and brand collaborations, keeping the experience fresh and relevant, with weekly and monthly updates that encourage shareability.
The flagship developed a distinctive media identity that goes beyond traditional retail communication. The installation helped position the Gran Vía store as a destination in its own right, blending scale, motion and storytelling into a calm but memorable in-store experience.
