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Bespoke LED lighting centrepieces
The success of Primark over the last decade has been remarkable, with the cut-price clothing chain being one of few retailers to prosper during the recession.
After ten years of quietly expanding their store portoflio, Primark felt they needed to attract, engage, and inspire customers to help encroach further on the territory of its low-cost rivals.
Primark's aim was to create a customer experience that went above and beyond that of a typical fashion store.
Dalziel & Pow were commissioned to make this vision a reality. Drawing on the creative and expressive spirit of the Spanish capital, the Dalziel & Pow concept aspired to create an immersive, theatrical space to provide shoppers with an idyllic urban sanctuary in the heart of Madrid.
Dalziel and Pow approached Unibox to bring their creative concepts to life, because of our knowledge of integrating light into aluminium profile structures, and our unique design expertise.
Working in collaboration with the Dalziel and Pow design team, we met, and discussed what was needed to make their vision technically possible. This included deploying our design team for technical visualisation and prototyping, in addition developing the necessary connections to assemble the structure on site.
Coming up with a number of solutions, these technical plans and prototypes were then presented to Dalziel and Pow and Primark, and a preferred option was chosen.
Once happy with these prototypes, we then sent a project manager and a five-strong team to assemble the lights in a factory close to the Primark Madrid store, demonstrating not only the level of expertise needed to complete this job, but also our commitment to our client, from brief to completion.
With pioneering design and lighting that is both engaging and unexpected, together with Dalziel and Pow and the other partners on this project, Unibox has helped Primark to create the ultimate flagship experience.
As Primark positions itself as the new leader in the low-cost clothing market, the store offers sheer retail theatre and moments of surprise that lead to enhanced customer interaction.