Back in the UK once again and we slide right down the retail scale to the value market, although at first glance you’d be forgiven for thinking that another new retailer had entered the market at the top end.  So polished is the store interior and exterior of the new arrival on London’s famous Oxford Street, that it’s hard to believe it’s actually value fashion favourite Primark.  The designers, Dalziel and Pow, have worked successfully with the retailer for 18 years, with the result that Primark’s new flagship store is unlike any other value store around!

Spacious, light, even minimal, glamorous, clean, crisp, stylish; everything a flagship store should be and one that will easily rival the neighbouring competition.  The new store draws its inspiration from Primark’s latest brand identity, which features a fresh turquoise logo against a white and charcoal grey or natural brown paper background (dependent on its application).  This has been seen in a number of recent stores on internal signage, delivery trucks, product labelling and stationery and now forms the basis for this formidable store.

Obviously a few additions and changes to the norm have been made to suit the prime location at the Marble Arch end of Oxford Street in a building previously occupied by Allders and, before that, C&A.  With 70,000 square feet to play with, there was plenty of room for experimentation

The colour palette has been refined and is mostly natural and monochrome to allow the clothing colours to dictate the seasonal moods.  Black has been used as a highlight colour around the perimeter and to frame the arch leading into the lingerie section.  The supermarket style line of black tills are given a touch of class by being set against trendy black and grey wall graphics.  This limited colour palette is offset by the striking, confident architecture, which utilises the existing large windows of the storefront and uses a white-box look on the ground floor and a bold industrial look on the upper floor, broken up only in design by the three key feature areas, lingerie, home and childrenswear.  On the upper floor, strips of blue lighting set into the black ceiling create contrast and add to the contemporary feel.

Lingerie is on the ground floor alongside womenswear, fashion and hosiery.  The area is adorned by black and white decorative wallpaper and lots of mannequins that are also black and displayed in front of a glass screen covered in matching black transfers.  On the upper floor, alongside menswear and footwear, the home range is displayed against chocolate brown walls and natural wood veneers for an altogether upmarket feel.  Childrenswear is also on this floor and has exposed steelwork.  Each of the three areas has its own unique identity and provides a break from the otherwise clean lines of the store that allow long views and let the shopper easily navigate the space.

The least expected and most significant aspect of this store has to be its spaciousness.  There are wide aisles giving ample space to move around the fixtures and fittings.  Merchandise is also displayed on tables in addition to the more usual hanging displays, adding to the feeling of space.  Another surprise for this value sector store is the freestanding open fronted wooden wardrobes used in the menswear section to display merchandise.  The escalators form yet another important element with plenty of space around them and a display section in between where currently a row of mannequins are dressed in monochrome outfits, again more akin to the upmarket than value end.

Dalziel and Pow put the success of the store down to the simplicity of the approach and understanding of the Primark customer.  It is easy to see what all the fuss was about on the opening day when the store was mobbed and the police had to be called.  On the day of our visit a week later, there were still queues round the block as shoppers waited patiently for their chance to enjoy the experience.  It is a revolutionary store within its sector.  Without a doubt Primark’s highest profile outlet yet