"From the screens overhead at the main entrance, through the projections behind the counters, to the giant LED wall surrounding the lifts, Mood Media gives customers opportunities throughout their shopping experience to engage with the Primark brand. The aim was to create a slick, upmarket look, while keeping true to the building's roots and maintaining a common DNA with Primark's other European stores."
"The main feature of the store provided by Mood Media is the LED wall, the largest in the UK, which spans the area behind the lifts. Containing 2.9 million LEDs, it provides a vivid and compelling platform to showcase seasonal collections. To accompany the images, Mood Media created several tailor-made soundtracks, encouraging customers to stop and watch the screen, adding entertainment to their browsing."
In total, Mood Media installed 117 screens around the store including projections, portrait P10 pixel outdoor displays in the windows, 65 inch portrait LED screens in changing rooms, 40 inch portrait LED screens behind cash desks and 46 inch screens acting as windows in the "tube" areas of the shop. These mimic London Underground carriages to bring a real London feel to the store. These screens show a mix of Primark branding and marketing campaigns featuring the latest ranges.
In addition to its involvement in the screen and sound aspects of the store, Mood Media was also an intrinsic part of the creative process, working with Primark's team of designers and external agencies. Aside from content development, all existing visual content was fitted by Mood Media to the appropriate format, be it large, small screen or projection for maximum impact.
"The London style radiated by the store attracts customers with the help of window screens and displays inside to encourage them to stay and enjoy the atmosphere," the company adds.
Claude Nahon, president of Europe from Mood Media comments: "Working with PRIMARK has enabled us to show the world what modern LED technology can do. The high quality images possible today mean shops can have whole walls of pictures, as Primark does. We are proud to have created such an innovative solution for the flagship store and look forward to working on more in Manchester and Newcastle."
Fran Theanne, head of creative from Primark comments: "We're delighted with the atmosphere that the screens in the store create. The lift wall in particular is fantastic and showcases our campaigns with flair. We've had lots of comments about it from customers who feel that seeing the screens around has helped them get to know the brand better."
(Claire Beeson)
