Primark / Stuttgart
High street fashion giant Primark approached HMKM to create a bespoke graphic hand overlay for their newly-built Königstraße store, a five-floor retail space in the heart of the city of Stuttgart. The overlay has been created to work with Primark’s standard store design, to help enhance and elevate the experience for the local customer.
The design approach is firmly grounded in Stuttgart, drawing inspiration from the city’s architecture, culture & lifestyle, and fully in keeping with its spirit. Stuttgart is perhaps best known as the home town of the automobile, and this is reflected in a strong, colourful visual language.
The project’s success has come from the creation of a strong, recognisable local narrative that the customer can easily connect with. The bold graphic overlay provides an impactful, cohesive solution, and gives the Stuttgart store a distinctive, bespoke feel.