Stranger Things. A new retail world for Primark.

An in-store experience for a licensed merchandise range.

The brief

Primark asked Axiom to create a retail experience showcasing merchandise featuring the Netflix series Stranger Things.

Axiom created the retail concept. It was installed across Oxford Street in London, Madrid and Boston in a single night.

The project translated a licensed entertainment range into a physical in-store environment across three locations.

The overnight installation describes this particular project, rather than a programme offered for every activation.

Client: Primark. Featured property: Stranger Things, the Netflix series.

A detailed brief or the start of an idea — we’d love to hear it. Share your location, intended opening date and whatever you know so far.

We welcome UK and international project enquiries.