The Challenge

PRIMARK, a European fashion power-house, wanted to make a splash during NYFW while keeping with the brands ethos.

The Execution

Flipping a notoriously invite-only concept on its head, the Primark pop-up showcase offered New Yorkers, normally removed from the bright lights and bustle of closed events, the chance to access all areas. With a brand new store in Kings Plaza Mall, Brooklyn, the showcase offered city dwellers a chance to review this season’s unmissable offerings. New Yorkers perused primaries FW18 offerings of tactile knits, cosy outerwear, delicate print blouses nd statement seasons accessories. The biggest surprise however was the incredible price point, with ladies fashions starting from as little as $2.50, footwear from $7 and accessories from $1.50 – a stand-out in Soho’s typically upmarket fashion district.

Primark put fun in the front row with DJ Quiana Parks spinning on the decks and a host of insta moments throughout the venue including interactive light boxes, giving everyone a chance to create their own #NYFWxPrimark memory.

The Strategy

For one day only in the heart of Soho, we created a Primark showroom with a fashion week first: an open door policy. In keeping with the brands FW18 concept, Stand Glorious, the venue was dressed with moody smoke graphics and dramatic black fringe, making a strong statement for the season ahead. The afternoon concluded with a VIP event and in-store shopping experience.



Unique Visitors


Photo booth pictures were taken