Primark Connect 2024


Primark Connect 2024 was Primark’s Global Leadership Summit which took place in January 2024, in the Convention Centre Dublin.

Partnering with Primark, we gathered 1700+ of the business’ top leaders together for 2 action-packed days of business updates, breakouts, immersive experiences, entertainment & networking.


Bring together over 1700 leaders within Primark’s business to educate & inform them of business updates in a non-traditional manner.


The brief for Primark Connect 2024 was heavily detailed and encompassed all areas of the business from key stakeholder addresses, sustainability, D&I, license partners, Premium brands & collaborations and home & beauty departments amongst others.

Discovering how we could best showcase these in Ireland’s biggest conference venue seems simple but we hit the ground running to come up with clever & intriguing ways to showcase this to the attendees in a contemporary way.

Each morning began with a plenary session but post lunch break, attendees were invited to attend a variety of breakout sessions that called for them to interact with the various departments in engaging ways, such as through an immersive self-led experience detailing the product lifecycle of a pair of jeans, taking a seat in a full scale apartment dressed with beautiful homeware goods or listening to one of the market region updates while playing cornhole.

Each touchpoint needed to be inclusive from arrival to post event therefore elements such as translations for 6 languages, captions for all content produced and inclusive rooms such as prayer rooms and nursing rooms amongst others needed to be implemented and available. One day 1, guests were treated to a spectacular performance by Rita Ora and Day 2, we finished with a full Fashion Show of Primark’s Spring Summer 24 collection.

Working with Primark, we were given the opportunity to learn some of the incredible ways they operate. Our partnership with the brand opened our eyes to the pride & innovation they continue to display in all areas of the business.