We transformed a blank space in Shoreditch into a vibrant fashion studio to launch Primark's adaptive fashion line while showcasing our commitment to accessibility.
Challenge
Primark’s mission is to normalise adaptive fashion and make it as accessible for as many people as possible via their 70,000 colleagues and stores in 17 markets around the world. It was a big story to tell, how do we launch it in a way that would be interesting and immersive while making every touchpoint accessible?
Insight & Strategy
To make this launch as credible as possible, it was important we placed an emphasis on Primark’s collaboration with trailblazing Adaptive fashion designer and disability advocate, Victoria Jenkins.
Solution
We turned a blank space in Shoreditch into a fashion studio, creating a dynamic backdrop to share the collection story, highlight the product features and showcase the designer collaboration. Media and influencers were immersed in a bold and colourful setting with an array of interactive environments, surrounded by mannequins, multimedia displays and collection imagery. The highlight moment was being able to meet Victoria Jenkins and learn about her approach to designing the collection with Primark. We also displayed Primark’s journey to date in adaptive fashion - from making stores more accessible for people with disabilities to ensuring inclusive representation in their marketing campaigns.
Impact
The event was a huge success, garnering over 1 million impressions on social media and receiving outstanding feedback from the disabled community for its thoughtful production.
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