As part of their international expansion strategy, Irish fashion retailer Primark has unveiled its latest flagship store in Amsterdam, brought to life using the creative vision of London design studio HMKM

The 89,000 square foot space takes inspiration from Amsterdam’s rich history and contemporary spirit, complementing the brand’s own playful, dynamic qualities. Carrying out studies of local architecture and culture as inspiration, HMKM worked closely with Primark to create a retail experience that would embody the city’s unique character, and respond to the demands of the 21st-century consumer.

Primark opens new flagship in Damrak, Amsterdam

The store’s interior is articulated with industrial frames, exposed structure and graphic neon lighting, inspired by Amsterdam’s distinctive aesthetic language. Shades of ochre, clay and aqua blue are used throughout, inspired by the canal houses which line the city’s waterways. A giant fret-cut city map anchors the ground floor trend space, contrasting against the dramatic monochrome tiled wall which dominates the store’s central atrium. The graphic strategy – also developed by HMKM – provides visual appeal, directing consumers around the seven-floor store whilst mimicking the navigational patterns used widely across the city’s public and private spaces.

The end result is a store which is infused with the essence of its location, and which reflects Primark’s modern fashion edge.


Damrak, 1012 Amsterdam, Netherlands