Role:
Opened in December 2016, Primark Amsterdam became the brand’s flagship store in the Netherlands, spanning over 8,000m² across seven floors. Located on Damrak in the city centre, the design took inspiration from the quirks and character of a traditional Amsterdam canal house, exaggerating domestic details in playful and imaginative ways to create a distinctly local flagship identity.
Opened in December 2016, Primark Amsterdam became the brand’s flagship store in the Netherlands, spanning over 8,000m² across seven floors. Located on Damrak in the city centre, the design took inspiration from the quirks and character of a traditional Amsterdam canal house, exaggerating domestic details in playful and imaginative ways to create a distinctly local flagship identity.
As part of the interior design team at HMKM London, I worked on concept generation, architectural design and spatial storytelling. My role included extensive research into Amsterdam’s built environment, documenting the city through sketches, photography, colour studies and material references. This research directly informed the store’s interior design language, from patternation and palette to details, way-finding and spatial character.
The result was a retail environment that blended large-scale commercial efficiency with a narrative-led concept rooted in place. The project was recognised at the Retail Week Awards as Best Overseas UK Store Launch.
Key Focus Areas:
Flagship retail design • Concept generation • Research-led design process • Interior and architectural design • Spatial storytelling • Way-finding • Local context integration • Large-format multi-floor retail environments
Flagship retail design • Concept generation • Research-led design process • Interior and architectural design • Spatial storytelling • Way-finding • Local context integration • Large-format multi-floor retail environments
Awards: Retail Week, Best Overseas UK Store Launch
Studio: HMKM
Location: Amsterdam
Project Completion: 2016
Location: Amsterdam
Project Completion: 2016
