Primark opened an interactive showroom in the Big Apple, building excitement for the upcoming opening of its first-ever Manhattan flagship location.
Just in time for the holidays, the global fashion retailer opened the doors to its “Primark Studio”, a mixed-use showroom in New York City’s trendy NoHo neighbourhood. Open weekends from 15 November through to May 2026, the 1,000sq ft store boasts a colourful, fun design and carries between 30-40 display-only SKUs in a wide array of sizes, enabling shoppers to engage with merchandise.
The space is categorised into “zones”, including the “Trend Room” which highlights featured styles and merchandise; a hospitality section that features a lounge with couches and coffee tables and a multi-use cafe. There are also Instagram-influenced designs and fixtures, including a New York City-inspired subway display teasing the debut of Primark’s Herald Square flagship set to open in April.
“We looked at space in different Manhattan neighbourhoods, including SoHo, the Meatpacking District and Chelsea, but this area stood out,” Julia Rosenthal Nayer, Primark’s U.S. Marketing Lead, told Chain Store Age. “This neighbourhood feels ‘very retail’ and we designed this space to highlight a gallery/studio feel, which fits very well in this area.”
To drive shopper excitement and foot traffic, Primark will change merchandise collections and engagement activities every couple of weeks. Currently the space highlights its autumn and holiday collections, personal colour analyses, live entertainment and a coffee bar featuring seasonal beverages and snacks.
