Primark – Them

DUBLIN, IRELAND

Transforming the workspace.

Primark is a leading retail brand renowned for fantastic fashion at amazing prices. Primark started out as Penneys in Ireland (where it still trades under that name). It first opened its doors in Mary Street in Dublin in June 1969 before its rapid growth. The Primark offices occupied two buildings on the site of the brand’s first ever store. The company’s esteemed history, particularly in this location, played a large role in informing the design for its new space but not without its challenges, as the two buildings were very different.

Primark faced a problem encountered by many fast moving successful companies. As they expanded, their office environment was no longer conducive to their working practices. After acquisition by Associated British Foods, a focus was placed on transforming the buildings into a workplace that would retain and attract the talent needed to run a modern fashion brand.

Though Primark has an iconic logo, their branding required further exploration and development in order to work within the space. Using patterns found on traditional fabrics, heritage labels and the classic Primark paper bags — a bespoke graphic language was created to give a unique identity to each floor and meeting room. A custom typeface was developed using isometric grids.

“We selected areas of engagement to create brand moments through the building, selecting brand stories to visualise, and working with local artists to design murals.”

Dan Moscrop

Collaboratively we created a workplace that was inspiring and practical, offering both visually inspiring areas and oases of calm. An environment where visitors and colleagues can feel inspired and energised – where the perception of the brand is reinvigorated. We helped MoreySmith in transforming the headquarters in the heart of Dublin in a way that reflected Primark’s values. Using the company’s history in this location, played a large role in informing the design for the new space.