In celebration of Primark’s USA launch and to truly create a FOMO inducing experiential moment, Refinery29 hosted "Club Primania" in a raw warehouse space in Philadelphia.

We created a destination where stylish consumers were introduced to Primark’s US debut collection and raised awareness of Primark’s second location at King of Prussia with a party featuring massive live musical performances and a fashion show-meets-dance performance on an elevated scaffold runway!

With over 1200 consumer RSVPs, the buzz surrounding Club #PRIMANIA was undeniable. Fashion-loving Philadelphians took to their social media channels to trumpet their excitement for Primark, amassed over 19 million social impressions and made #PRIMARKUSA a global trending hashtag on Instagram.