Primark x Refinery29 | US launch | Club Primania |

In celebration of Primark’s USA launch and to truly create a FOMO inducing experiential moment, we worked with Refinery29 to host a fashion party and catwalk show. We created a destination where stylish consumers were introduced to Primark’s US debut collection and raised awareness of Primark’s US second location at King of Prussia. The party featured massive live musical performances and a fashion show-meets-dance performance on a scaffold runway. With over 1200 consumer RSVPs, the buzz surrounding Club #PRIMANIA was undeniable. Fashion-loving Philadelphians took to their social media channels to trumpet their excitement for Primark, amassing over 19 million social impressions and making #PRIMARKUSA a global trending hashtag on Instagram. | Creative Content Brief & Primark Project Manager - LAURA-JANE WATSON | Art Direction & Strategy - ALBIE ALEXANDER | Experiential Production Manager - AUREA SANABRIA |