Primark has planted an early flag in New York City, unveiling an interactive pop-up in NoHo to build anticipation for its first Manhattan store opening next spring.
The “Primark Studio,” a 1,000-sq.-ft. mixed-use showroom, is open on weekends from Nov. 15 through May 2026. The colorful, highly Instagrammable space showcases 30–40 display-only SKUs across a broad size range, giving shoppers a tactile preview of the brand as it gears up for its 54,000-sq.-ft. Herald Square flagship debut in April.
Organized into themed zones, the studio features a “Trend Room” spotlighting seasonal looks, a hospitality lounge with couches and coffee tables, and a multi-use café.
A New York subway-inspired installation teases the upcoming flagship and anchors the showroom’s social-media-driven design.
“We looked at space in different Manhattan neighborhoods, including SoHo, the Meatpacking District and Chelsea, but this area stood out,” said Julia Rosenthal Nayer, Primark’s U.S. marketing lead.
“This neighborhood feels ‘very retail,’ and we designed this space to highlight a gallery/studio feel, which fits very well in this area.”
Primark plans to refresh collections and programming every few weeks. Current features include autumn and holiday assortments, personal color analysis sessions, live entertainment and a seasonal coffee bar.
The pop-up draws inspiration from Primark’s Fashion Week debut earlier this year.
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“We launched a one-day immersive experience to introduce our brand to the public,” Rosenthal Nayer said. “We had hours-long lines and the space gave us the chance to engage with our customers in real life.”
The studio will double as an event hub, hosting denim customization, fitness classes, panel talks and the brand’s free “Love It Longer” repair workshops. Primark is also exploring podcast tapings with influencers and other unconventional activations.
“All opportunities are on the table,” Rosenthal-Nayer said. “The space enables us to differentiate ourselves, highlight Primark’s affordable style and drive brand equity.”
The site will additionally serve as recruitment headquarters for staffing the Herald Square flagship, located across from Penn Station.
Primark now has 18 signed U.S. leases, including four new locations that mark its entry into Minnesota at Mall of America, as well as new stores in Brandon, Fla.; Orlando, Fla.; and Lawrenceville, Ga. The retailer, founded in Ireland in 1969 as Penneys, operates more than 450 stores across 17 countries and currently runs 33 stores in 13 U.S. states.
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