Breathing new life into a historic Madrid building, Dalziel & Pow’s flagship design for Primark fuses pioneering digital design with art installations to create an urban sanctuary for customers. John Miceli and Jin Fan worked together to create a technology that would provide the performance required for this environment with a custom LED pixel separation. Transparent LED screens allow both product and architecture to be viewed through the digital displays for a multi-layered, 3D effect, while the content interacts dynamically with the surrounding architecture, as if the models are walking around the physical store. The ambitious digital concept developed by Dreamlab Immersive team members in partnership Mood Media.