Interbrand (HMKM)

Primark Amsterdam 2016
Amsterdam, The Netherlands

Purpose: The redesign of the Primark flagship store on Damrak in Amsterdam aimed to create a flagship shopping experience that blends the brand’s modern, commercial identity with the city’s historic and cultural character. The goal was to enhance customer experience while reflecting Amsterdam’s architectural heritage and vibrant atmosphere, making the store feel both locally connected and aligned with Primark’s youthful brand image.

• Store concept: The design took inspiration from Amsterdam’s architectural heritage (such as the canal houses and the city’s urban fabric) and its open, tolerant, and welcoming atmosphere. This local context was woven into the store’s interior and graphic language to make it feel both relevant to its setting and integrated into the city’s cultural character.
  
  Project role: Junior Designer at Interbrand (HMKM)
  Input: Branding / Retail / Store graphics / Signage & Spatial Graphics