Objective: The brief was to create a true fashion theatre for Primark. A place that was an immersive fashion experience, elevated their credibility, drove social media impressions and was a jewel in the crown for the brand.
Solution: We created a multi-award winning digital world first. We wanted a theatre of content to surround and immerse the customer as they entered this enormous space, travelling with them between floors and departments, all linked, all relevant. Content that would inspire the customer as well as help them navigate the store and link to social media. 11 interconnected transparent cinema sized screens were placed in a checkerboard pattern within the listed 360 degree atrium. Our initial storyboards were brought to life by international dancers and models. We shot these performers in Europe's largest green screen studio, working closely with editors and motion graphic designers to create incredible virtual environments to appear around them. This content was then displayed across a complex multi-screen layout ensuring it connected unobtrusively to the architecture. The final piece of the design was 360 degree audio. We worked with sound designers to co-compose 30 tracks of bespoke electronic music and sound to swoop and pan around the atrium. When brought together we created an incredible audio/visual cinematic journey for Primark customers.
Results: It took nearly a year of work and a great team of contacts to help bring it all together. The site now has the highest turnover of any Primark and the most social media traffic of any store in their portfolio. It has won multiple design awards around the world and they now can sell tickets to gain entry to the experience.
