Primark Cares:
Birmingham
The Challenge: Story Telling in Context
We needed to create a space that conveyed the Primark Cares brand story across the space to build emotive engagement with consumers. Careful consideration was given to every touch point as an opportunity to tell a story and the hierarchy in which these sat.
Design Consideration:
We needed to ideate the “instore moment’ that will fundamentally educate and support the narrative behind it. Primark Cares “How change looks”. Theatre was imperative to support the customer journey that would resonate with them, to create a possible social moment in store for customers but also for social filming across Primark channels. The design needed to be modular to be able to move location and work as a pop-up nationally and internationally.
Visual Direction:
“Companies need to create narratives that are so compelling to consumers, they want to build your products into their lives.”
Our Approach and Process
With our expertise in materials and manufacture we wanted to ensure the best sustainable solution for the build were utilised. FSC timber, steel, green cast acrylics, recycled fabrics and printed card were chosen for the design. All connecting items were bolted, with all wrapped items being stitched not glued to allow end of life strip down for recycling or re purposing. Illumination was connected to the store timed lighting system. No chemicals were required as no bonding agents were specified in the build. All components were mechanically fixed. The design also ensured optimum sheet yield. The end life plan was to breakdown to recycle or repurpose. Whether to re purpose in another store or repurpose the materials to make other items. This detail added authenticity to the design.
Instore activation and story telling was key to inform and bring the instore experience alive and relevant. Educational messages to inform, enhance and map out the essence of the Primark Cares campaign.
Project Result
The design concept fulfilled the client brief and unveiled and supported Primark’s sustainability strategy. Educating customers to understand the work Primark have and are still doing on reducing fashion waste, halving CO2 emissions across its value chain. The design was visually impactful and disrupted the customer journey. With the success of the installation in London Westfield , the format was moved and re installed in Berlin, Rotterdam and Birmingham.
Testimonial
The topic of sustainable business practices in retail is ever evolving and varies by region, being true and transparent to our colleagues and consumers is incredibly important. Working with Quagga to help engage and educate about Primark Cares has been invaluable. This visual concept created needed to go deeper than simply presenting a message, it had to be a physical representation of Primark’s values.
