The U.S. flagship for this Dublin-based, fast-fashion retailer reflects the brand’s Irish roots, expressed through industrial elements accented by Primark’s traditional aqua and neon. The exterior façade features LED windows displaying both moving and static imagery; inside, a huge digital billboard and 32-screen “digital roundabout” engage shoppers with marketing campaigns and fashion trends from around the world. Custom chandeliers of tangled neon hangers contribute to the store’s quirky character. As a counterpoint to the bright, bustling sales floor, fitting rooms are designed as quiet sanctuaries. Six additional locations are planned for 2016, the design of which will stem from this prototype.