Primor Callao - Retail

The Melon

Primor Flagship Store – Plaza de Callao, Madrid

Primor, one of Spain’s leading perfumery chains with nearly 70 years of history and over 150 stores nationwide, entrusted us with designing their flagship store in Madrid’s iconic Plaza de Callao.

The goal? A 1,500 m² space that feels unlike any perfumery, a “wow” experience that surprises visitors at every corner. We took a blank canvas in the heart of Madrid and built a planet of beauty, where branding, interior design, and user experience converge.

What We Cracked

Our first step was research: analyzing consumer insights in the post-Covid era, beauty retail trends, and the competitive landscape. We realized that physical stores must evolve to stay relevant: multifunctional, engaging, and offering added value beyond products.

For Primor, this meant creating a space that offers beauty in two ways: fast and smart, with a streamlined, personalized shopping experience, and immersive and emotional, with unexpected encounters in a fantastical setting. To achieve this, we crafted the store’s brand narrative, celebrating skin in all its diversity — its colors, textures, and uniqueness — as the core of the experience.

From this foundation, we developed the full creative direction of the flagship store: the interior design, furniture, signage, graphic elements, lighting, and digital touchpoints were conceived to work as a cohesive and immersive environment. Materials were carefully selected, suppliers coordinated, and the spatial flow designed to optimize circulation, storage, and staff efficiency, while guiding visitors naturally through a journey of discovery.

In addition, we directed the creation of the visual identity and branding, ensuring that every element — from colors and typography to spatial graphics — reinforced the store’s narrative and Primor’s pillars of optimistic, collective, and accessible beauty. The result is a space where storytelling, design, and functionality coexist seamlessly, offering a truly unique flagship experience.

The Juice

The flagship store is designed as a macro beauty center and trend epicenter:

• Design inspired by layers of skin: organic forms, playful materials, and descontextualized textures create micro-worlds for each product category, connected by spectacular transition spaces.
• Zoning and circulation: curved designs absorb columns, guiding customer flow and enhancing the “strolling” experience.
• Hidden storage: clever underlayments beneath displays keep products accessible for staff while maximizing floor space.
• Comprehensive design: furniture, signage, graphic elements, lighting, and digital touchpoints all coordinate to deliver a cohesive, immersive experience.

Every inch of the 1,500 m² store was strategically designed to optimize functionality and delight visitors, reflecting Primor’s pillars of optimistic, collective, and accessible beauty.

The Flavor

Primor Flagship Store is a planet of skin, a playful, colorful, and immersive universe. Visitors encounter:

• Micromundos of products in a conceptually rich, visually striking environment.
• A journey through textures, colors, and light that evokes joy, curiosity, and wonder.
• Spaces that celebrate individuality and collective experience, emphasizing beauty as a shared, dynamic, and human expression.

The store is more than shopping; it’s a destination where consumers experience beauty as a vibrant, evolving world, a space designed to surprise, delight, and inspire.

The store has also been recognized for its design excellence:

• Beauty Matter Next Awards 2022 in Los Angeles, for its innovative spatial design.
• “Best Physical Store Concept” at the first edition of the Spanish Retail Association Awards, 2024.

In addition, Primor has earned multiple awards over the years for its retail performance and evolution, making this flagship a true benchmark in the beauty sector.

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Cooked up at WANNA, our former studio.