Primark Amsterdam

Primark unveiled their first flagship store in Amsterdam in December 2016, with interiors designed by London-based design studio HMKM. Occupying a seven-floor, 89,000 square foot space on Damrak (the spine which runs through the city’s central shopping district), the opening marks the latest milestone in the retailer’s international expansion strategy. Celebrating the city’s distinctive architectural heritage and dynamic contemporary spirit, the store’s design blends tradition with bold modern statements to create a dynamic, youthful, engaging experience which echoes Primark’s own brand qualities.
The brief called for an concept which could balance the commercial needs of a 21st century fashion brand with an architectural framework that responded to Amsterdam’s unique character. HMKM carried out a detailed study of the city’s history, from its foundation right through to the present day. A distinctive visual language emerged, inspired by the tall, gable-fronted houses which line the city’s waterways, with their combinations of rich embellishment, warm domestic spaces and honest, functional detail.
I had the pleasure to work with HMKM in this project designing mainly the man’s section.