Primark’s Flagship Store in Madrid Gran Via

Russ Curry, Ministry of New Media

We just came across this spectacular installation in Madrid which is a great illustration of the point that we have been making for some time now – in the future there will be no screens – just displays.

Well, in Madrid the future is now.

Technomedia Solutions, was part of the team that created unique installations for Primark’s newly opened flagship store in Madrid, Spain. Impressed by the company’s work in the Boston store, Primark selected Technomedia – in partnership with creative agency Dalziel & Pow (D&P) who developed the overall concept: to design and build an engaging, atmospheric experience for the clothing retailer’s Gran Via location.

The newly renovated historical building spans four floors, making it one of Primark’s largest stores. The installations – specifically cutting-edge transparent LED displays and a panoramic sound system – line a central atrium, offering customers a 360-degree audio-visual environment. Included in the installation are eleven 10mm transparent LED displays, a Green Hippo media server playback system, an eight-channel surround sound speaker system and a Crestron control system.

Since the Gran Via building is protected by the historical commission, the component positioning and anchoring had to maintain the visual aspect of the atrium area. While the installation gives customers a full 360-degree “surround” audio-visual experience, all components are discreetly and cleverly integrated with architecture whose aspect is preserved by the Heritage Commission.


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