Case Study // 2025
Primark – Holiday Pop Up
The Brief & Challenge.
Primark wanted a holiday pop-up experience near their Herald Square flagship store that would drive foot traffic during the critical Q4 shopping season. The pop-up needed to feel premium and festive — elevating Primark’s brand perception beyond its value positioning — while creating an environment that encouraged both shopping and social sharing.
The challenge was building a retail-quality space on an event timeline with a budget that reflected smart spending, not unlimited resources. The pop-up needed custom fixtures, holiday-themed environmental elements, a gift-wrapping station, and a hero photo moment — all fabricated, delivered, and installed in 6 weeks, including the Thanksgiving holiday period.
The Pop Solution.
We designed and fabricated a holiday pop-up that merged retail functionality with experiential spectacle. The exterior featured a custom facade treatment with oversized holiday graphics, warm lighting, and dimensional elements that drew attention from the bustling Herald Square sidewalk traffic.
Inside, we built a complete retail environment: custom product display fixtures in a warm wood-and-white palette, a curated gift wall with built-in shelving and integrated spot lighting, a staffed gift-wrapping station with branded materials, and a holiday-themed photo moment with a dramatic dimensional backdrop and ring light array optimized for selfies.
Every element was designed for the Instagram era — warm color temperatures, soft lighting, and carefully composed vignettes that looked as good on a phone screen as they did in person. The fixtures were built to retail standards (weight-bearing shelves, durable finishes, stable bases) but engineered for rapid assembly — the entire pop-up installed overnight.
Core Fabrications
THE OUTCOME.
The Primark holiday pop-up significantly exceeded foot traffic expectations, with daily visitors consistently above the brand’s projections throughout the holiday season. The photo moment wall generated thousands of social posts with the branded hashtag, creating organic reach that amplified the pop-up’s impact well beyond the physical space.
Conversion rates at the pop-up outperformed Primark’s typical field marketing activations, with the gift wall and wrapping station driving high average transaction values. The brand renewed with PUYB for their following year’s holiday program based on the results.