Value fashion retailer Primark’s new flagship on Oxford St. (at Tottenham Court Rd.) spans some 82,300 sq. ft. over four floors. Designed by Dalziel & Pow, London, the store has a bold, modern look, complete with a faux tube station, a massive LED screen and colorful graphics. Digital integration is a key element, with specially commissioned brand films playing on the exterior wall of the elevator lifts. An animated store map is featured on the elevator walls and throughout the store to help with customer navigation.