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We didn’t just launch a store. We painted the town blue. Literally.
To celebrate Primark’s arrival in Manhattan’s Herald Square, VCCP US helped turn New York City into a full-blown blue takeover. 🩵 Times Square washed in Primark blue. A massive VIP launch night and opening day block party. Train station takeovers. OOH spectaculars. Social domination. Everywhere you looked, the city was glowing blue. And to top it off? The Empire State Building lit up in Primark blue above Manhattan. From day one, the ambition was never just to make advertising. It was to create a cultural moment that felt unmistakably New York.