International retailer Primark recently selected Mood Media and its creative innovation brand,Technomedia Solutions, to partner with Dalziel & Pow (D&P) to design and build an engaging atmospheric experience for their new flagship store in Madrid, Spain. A stunning multimedia masterpiece emerged from the team’s collaboration at the 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. Project video from start to completion is available here.
“Primark’s Madrid location was a complex undertaking where the Primark team, Dalziel & Pow and Technomedia set out to push the limits of immersion in retail,” said John Miceli, president of Technomedia Solutions. “Our Transparent LED technology was the perfect solution for the flagship location. Core focus on design coordination of technology and media development – our hallmark differentiator – helped us achieve every goal we set.”
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 the architecture of the building which is preserved by the Heritage Commission. To view a video of the store, please visit here.