• Primark unveiled its first flagship store in Amsterdam, with interiors designed by London-based design studio HMKM. The seven-floor, 89,000-sq.-ft. space marks the latest milestone in the retailer’s international expansion strategy.

  • Celebrating the city’s distinctive architectural heritage and dynamic contemporary spirit, the store’s design blends tradition with bold modern statements to create a dynamic, youthful, engaging experience which echoes Primark’s own brand qualities

  • A dramatic cross-tile floor pattern, based on similar patterns used widely across the city’s public and private spaces, defines key circulation routes throughout.

  • In the womenswear section, floor finishes lighten from deep greys to subtle neutral tones.

  • The tall, gable-fronted houses that line Amsterdam’s waterways make a visual appearance behind a cashwrap.

  • A giant fret-cut city map anchors the ground floor’s trend space.

  • A six-story-high tile-patterned wall serves as the store’s central focal point.

  • Industrial frames, exposed columns and graphic lighting grids are played off against shimmering polycarbonate accents, fragmented graphic panels and angled glass fins which reflect the subtle refractions of the city’s canals—a sensation mirrored in the menswear department, which is immersed in deep underwater tones.

More Specialty Apparel Galleries

PKZ Women, Basel, Switzerland
November 9, 2017

The redesigned PKZ Women tells a retail story for its shoppers.

Madhouse Team Store, Chicago
October 20, 2017

Fans of the Chicago Bulls and Blackhawks can find whatever gear they need at the new Madhouse Team Store in the city’s United Center.

WANT Apothecary, New York
August 3, 2017

WANT Apothecary opens its first U.S. location at The NoMad Hotel in New York.

Allen Edmonds, King of Prussia, Pa.
July 20, 2017

The environment of Allen Edmonds’ new store focuses on the brand’s lifestyle offerings while honoring its timeless, masculine essence.