Primark & Disney - Magical Partnership Or Poison Apple?
Mike Hill | Senior UX Designer
In Birmingham this April, Primark is set to open doors at its largest flagship store in its global portfolio. Distinguished by not only the sheer size of the store but also due to the newly announced partnership with none other than the much-loved children’s entertainment conglomerate Disney.
Much like a lot of the changing retailers today, the partnership has progressed away from clothing collaborations and in to the world of customer experience. The Disney Cafe will be the crowning jewel in this 161,000sq ft shopping fairytale which is sure to provide Primark customers with a magical experience beyond that seen in Primark stores today. While the particulars of the cafe are still TBC, it’s easy to speculate about the imaginative experience that is no doubt due to follow. After all, Disneyland is the “happiest place on earth”, surely a little of that magic will be brought to Birmingham?
The flagship as a whole sits over five storeys and also provides beauty services for nails, make-up, hair, eyebrows and lashes, and a barber. Not only that, but there you’ll find a personalisation service to make your haul your own, recharge seating areas for when you need a break from retail therapy and free wifi to make sure you can snap that selfie. All in all, potentially hours of Primark/Disney fun.
It’s no surprise that Primark has joined the ranks of retailers scrambling to provide a lot more than just a simple product based transaction. The pressure to provide customers with an layered experience that provides retail, dining, beauty or the ultimate Instagrammable moment is high, and Primark is smart in knowing it’s shoppers are all about the Gram, so building them the perfect in-store selfie moment isn’t exactly rocket science.
The success of this collaboration however will be seen once the store is open to the public. Will they of delivered on the fairytale world this magical partnership has promised or will this store be a poison apple in the Primark storybook?