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 DE-ZYN studios team members in partnership Mood Media.