Primark Antwerp / Belgium
HMKM were approached to create a bespoke graphic hand overlay and tone-of-voice for Primark's new Antwerp store. HMKM drew inspiration from the city’s rich context, to shape a narrative which blends evocative local references with Primark’s distinctive fashion spirit to create an iconic retail experience.
Located on Meir, Antwerp’s main shopping street, the 6,000 square metre site fuses two very different buildings into one, blending sleek contemporary architecture with romantic period detail. The nearby Diamantkwartier, home to the city’s vibrant jewellery trade, inspired the design team to develop a language of striking faceted shapes and glamorous reflective finishes.
On arrival, clusters of geometric pendant lights in shimmering brass provide a spectacular opening statement, leading the customer to a selfie wall stamped with the slogan ‘SHINE BRIGHTLY IN ANTWERPEN’ in three-dimensional gold lettering. That narrative continues throughout the store with the atrium finishes, baguette-cut wayfinding panels, flooring inset with diamond-shaped accents and the machined ply fitting room screens. Anchoring the customer journey, an abstracted floor-to-ceiling city map reflects the same jewel aesthetic. Uniting the whole experience, meanwhile, a faceted graphic pattern, executed in soft shades of grey and eau-de-nil, provides a quietly elegant background to the brand’s high-fashion product mix.