Primark has taken its first step into the US market with a 77,000sqft flagship store in Boston.

The store occupies the iconic Burnham Building, formerly home to the city’s much-loved department store Filene’s, and our design incorporates respectful references throughout. We played a strategic role in this project, applying the brand in a new territory with limited recognition, ensuring clear expression of fashion and value for the brand.

The customer journey begins with a ‘Hello Boston’ mural in the lobby, illustrating Primark locations around the world as part of the brand’s international fashion story, and one of several original art features in the store. Upon arrival, customers are greeted by a collection of mannequins raised high into the generous space. Showcasing seasonal outfits and great value, as if bringing the pages of a fashion editorial into 3D, this high-impact VM display brings Primark’s brand promise ‘Amazing fashion, Amazing prices’ to the forefront, and communicates these values to the US market.

Behind the mannequins there is a high-definition digital LED ribbon that both interacts with the VM and leads the customer’s attention up the escalator to the store’s upper levels. With a constantly changing sequence of bespoke content, the digital display establishes that there is something new and exciting for customers to discover on every level while highlighting ‘hot product’. Another key feature is the 1,000sqft trend room. This shop-in-shop curates the latest products and looks, so time-poor, trend-conscious customers can shop with ease.

The store delivers on the customer experience as well as great fashion and value. This debut is part of eight planned Primark openings across northeast America over the coming year.

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