VMSD - March 2016 - 32
TOP A vibrant lattice wall
frames featured Primark
looks, enabling the retailer
to display its frequently
changing product offerings.
32
MARCH 2016
|
vMsd.CoM
ABOVE Translucent LED
screens were installed
between the open floors to
allow views through the
screens' custom content.
of each floor from the ground level, motivated the use
of 11 transparent LED screens, strategically placed
around the octagonal atrium, creating what the design
firm describes as "retail theater." But prototyping the
screens and developing their content was no small feat.
"We had a screen shipped and installed in our
office in London, prototyped, vetted all the content
here, and then we were very hands-on in terms of the
whole process because it has never been done on this
scale," says Fairhurst.
Along with specifying the materials, the designers
dedicated hundreds of hours to content creation, which
included writing the soundtrack, working on-site with
sound engineers to perfect the acoustics in the wideopen space, and shooting the campaign footage, which
all had to be photographed in front of a green screen, so
backgrounds could be keyed out later for transparency.
Several types of content play on the screens, including social media messaging, seasonal-specific campaigns, local narrative content and animated maps of
Madrid. Since Primark can have up to 100 new product lines on any given day, content had to be general
enough so customers wouldn't look to the screens only
to find the products pictured had become unavailable.
To highlight, rather than overshadow, the site's
admirable architecture, the LED screens playfully interact with the landmark building's unique features. "[We
designed it] so it looks like the models are walking
through the space, and we've used the architecture to
http://www.vMsd.CoM
Table of Contents for the Digital Edition of VMSD - March 2016
Vmsd - March 2016
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
Fashion in Motion
Strike It Rich
Beach or Bust!
Family Values
Urban Excursion
Special Report: Digital Retail Design
Showroom
Ad Index
Checking Out
VMSD - March 2016 - Intro
VMSD - March 2016 - Vmsd - March 2016
VMSD - March 2016 - Cover2
VMSD - March 2016 - 1
VMSD - March 2016 - Contents
VMSD - March 2016 - 3
VMSD - March 2016 - From the Editor
VMSD - March 2016 - 5
VMSD - March 2016 - Vmsd Editorial Advisory Board
VMSD - March 2016 - 7
VMSD - March 2016 - 8
VMSD - March 2016 - T1
VMSD - March 2016 - T2
VMSD - March 2016 - T3
VMSD - March 2016 - T4
VMSD - March 2016 - T5
VMSD - March 2016 - T6
VMSD - March 2016 - T7
VMSD - March 2016 - T8
VMSD - March 2016 - The Goods
VMSD - March 2016 - 10
VMSD - March 2016 - 11
VMSD - March 2016 - 12
VMSD - March 2016 - 13
VMSD - March 2016 - 14
VMSD - March 2016 - 15
VMSD - March 2016 - 16
VMSD - March 2016 - 17
VMSD - March 2016 - 18
VMSD - March 2016 - 19
VMSD - March 2016 - 20
VMSD - March 2016 - 21
VMSD - March 2016 - Design Detail
VMSD - March 2016 - 22a
VMSD - March 2016 - 22b
VMSD - March 2016 - 23
VMSD - March 2016 - 24
VMSD - March 2016 - 25
VMSD - March 2016 - Fashion in Motion
VMSD - March 2016 - 27
VMSD - March 2016 - 28
VMSD - March 2016 - 29
VMSD - March 2016 - 30
VMSD - March 2016 - 31
VMSD - March 2016 - 32
VMSD - March 2016 - 33
VMSD - March 2016 - 34
VMSD - March 2016 - 35
VMSD - March 2016 - Strike It Rich
VMSD - March 2016 - 37
VMSD - March 2016 - 38
VMSD - March 2016 - 39
VMSD - March 2016 - 40
VMSD - March 2016 - K1
VMSD - March 2016 - K2
VMSD - March 2016 - K3
VMSD - March 2016 - K4
VMSD - March 2016 - K5
VMSD - March 2016 - K6
VMSD - March 2016 - K7
VMSD - March 2016 - K8
VMSD - March 2016 - 41
VMSD - March 2016 - Beach or Bust!
VMSD - March 2016 - 43
VMSD - March 2016 - 44
VMSD - March 2016 - 45
VMSD - March 2016 - 46
VMSD - March 2016 - 47
VMSD - March 2016 - 48
VMSD - March 2016 - 49
VMSD - March 2016 - Family Values
VMSD - March 2016 - 51
VMSD - March 2016 - 52
VMSD - March 2016 - 53
VMSD - March 2016 - 54
VMSD - March 2016 - 55
VMSD - March 2016 - 56
VMSD - March 2016 - Urban Excursion
VMSD - March 2016 - 58
VMSD - March 2016 - 59
VMSD - March 2016 - 60
VMSD - March 2016 - 61
VMSD - March 2016 - 62
VMSD - March 2016 - 63
VMSD - March 2016 - 64
VMSD - March 2016 - DCover1
VMSD - March 2016 - DCover2
VMSD - March 2016 - Special Report: Digital Retail Design
VMSD - March 2016 - D2
VMSD - March 2016 - D3
VMSD - March 2016 - D4
VMSD - March 2016 - D5
VMSD - March 2016 - D6
VMSD - March 2016 - D7
VMSD - March 2016 - D8
VMSD - March 2016 - D9
VMSD - March 2016 - D10
VMSD - March 2016 - D11
VMSD - March 2016 - D12
VMSD - March 2016 - D13
VMSD - March 2016 - D14
VMSD - March 2016 - D15
VMSD - March 2016 - D16
VMSD - March 2016 - DCover3
VMSD - March 2016 - DCover4
VMSD - March 2016 - Showroom
VMSD - March 2016 - 66
VMSD - March 2016 - 67
VMSD - March 2016 - 68
VMSD - March 2016 - 69
VMSD - March 2016 - 70
VMSD - March 2016 - Ad Index
VMSD - March 2016 - 72
VMSD - March 2016 - 73
VMSD - March 2016 - 74
VMSD - March 2016 - 75
VMSD - March 2016 - Checking Out
VMSD - March 2016 - Cover3
VMSD - March 2016 - Cover4
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