Graphic Design & Art Direction
Primark’s Manhattan flagship launch was a culture-first campaign designed to introduce the brand at scale while embedding it into New York City’s visual language. Anchored in the idea of turning the city “Primark blue,” the work reimagined iconic landmarks and everyday moments to create splashy, immediate impact. Timed to the Met Gala and amplified through large-scale OOH, social, and experiential activations, the campaign positioned Primark as a culturally fluent brand with a bold point of view. The launch also included a custom handbag collaboration with Maryam Nassir Zadeh, extending the campaign into fashion culture through a limited-edition design moment.