Bennett (Construction) Ltd were appointed as the Main Contractor on this Design & Build Fit-Out Contract for Primark in Germany. The Store opened to the public on Thursday 20th November 2014.
The 80,000sq ft of retail space is located within the Centrum Galerie in the heart of Dresden is spread over 3 floors. The Centrum Galerie is a modern Shopping Centre which presented good retail floor plates to work with when designing the Store Layout and realising Primarks vision for the Store.
The store is accessible from the large malls on both the ground and first floor levels. The malls are quite long from front to back, this lead to the signage on the facades was vital to attract the shopper down to the mall “Cul de Sac” where Primark is located.
On commencement of the fit-out, the end of mall on both floors were dark and dreary, however this has changed with vibrant and bright signage and large window displays which now bring the area to life.
Externally the building has been re-energised with the addition of our new “Hong Kong” and “Bus Stop” signs along with individual letter signage over each of the main entrances to the centre.
Within the store there are many features included such as a trend room with bespoke design differing from those we completed on previous projects completed for Primark in Cologne and Alexanderplatz.
Screens play a big role in the store, these
are strategically located and integrated into the Primark “shopping experience” with content to grab the shoppers attention and draw them towards certain areas of the store. The screens vary in size and orientation pending on the location within the store. The bulkhead screens work particularly well in the beauty department due to the maximised ceiling height giving a good visual from across the floor.
The store was received well by the public with over 20,000 people reported to have passed through the door on the opening day.
|Architect:||Newenham Mulligan & Associates|