Primark / Damrak, Amsterdam
Primark’s International expansion continues with the launch of an 89,000 square foot flagship store - their first in Amsterdam - which blends tradition with bold modern statements to create a dynamic, youthful, engaging experience.The brief called for a concept which could meet the needs of a modern fashion retailer, set within an architectural framework that reflected Amsterdam’s unique character. The city’s enduringly open, tolerant attitude - summed up in the Dutch term gezellig - led to the idea of interpreting the space as an ‘Open House’, responsive to new ideas and woven into the city’s intricate fabric.
Broad entrances sweep customers in from the surrounding streets, to be met by a high-ceilinged interior flooded with natural light. Industrial frames, exposed columns and graphic lighting grids set the tone, their rawness played off against shimmering polycarbonate and dappled glass.
The store’s interior and graphic languages are closely intertwined throughout, from the giant fret-cut city map which anchors the ground floor trend space to the illustrated wall panels in traditional Dutch shades which line the womenswear floors. Dramatic cross-tile patterned flooring defines key circulation routes throughout, and flips on its side to provide the store’s central focal point - a six-story-high tile-patterned wall, which soars through the building’s central atrium.
The result is a store which celebrates context through a unique architectural language which respects its location, whilst staying true to the demands of a fast-paced 21st century fashion retailer.