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Jayne Bibby

STYLE EDITOR

November

20/2015

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Keke Palmer Hosts Philly Party

After the success of our recent Boston store launch, it was time to step it up a gear for our next East Coast opening. Last night we threw our second Club #Primania party in collaboration with R29, hosted by the gorgeous Keke Palmer and headlined by Icona Pop.

 

For all of you who couldn’t be there, we’re about to take you behind the scenes to exclusively reveal all the goings on from the night - all of this in the run up to our store opening in King of Prussia Mall on Wednesday November 25th

Philly_Launch_Party

The venue for last night’s launch party was The Skybox Event Centre, in the Fishtown neighbourhood of Philadelphia, which boasts 7,500 sq ft of event space. This historic building, formally the home of the H.W Butterworth and Sons factory, has retained many of its original 19th century features including cast iron columns, 32-foot ceilings, hardwood floors and exposed brick corridors; making it the perfect venue for our one-of-a-kind party.


Last night was bursting at the seams with talent and entertainment with the gorgeous Keke Palmer, the American singer and actress best know for her role in Scream Queens, acting as our host for the evening. Keke arrived wearing a black velvet one shouldered dress, a key item from Primark’s fall collection.  Keke told us, “Every time I see Primark product I just want to see more, more, more! I’m in love with everything I wore tonight and can’t wait to take it all back to LA with me.”

Philly Launch party

Keke Palmer

Philly Launch party

The Misshapes

Philly Launch party

Icona Pop

The evening got off to an electric start as The Misshapes took to the decks. The legendary New York based creative collective made up of DJs Leigh Lezark and Greg Krelenstein welcomed guests as they mingled. Greg told us, “We’re really familiar with Primark from the UK, it's full of great wardrobe staples and we’re both wearing Primark tonight. I personally I like to wear my Primark with Prada and mix it up into my everyday style."


Playing homage to Primark’s roots, all the food and drinks on offer took inspiration from classic British dishes including fish and chips and Pimms cocktails and guests mingled and check out the Primark fall products on display, while the Misshapes played. 

Philly Launch party
Philly Launch party
Philly Launch party

As well as being our fabulous host for the night, Keke also surprised her fans by exclusively performing her new single ‘I Don’t Belong to You’, to the party crowd.  “I just wanted to be able to give my fans a little something extra tonight by performing. The crowd tonight was amazing – I’ve has such a great night.”


The night was kick started by a runway show with a difference. Male and female dancers took to the scaffolding runway, high above the stage, with each one showcasing a key look for the season. Elena Vazintaris, who has previously performed at events including the MTV VMAs, NYC Summer Stage and SONOS Arts festival, had expertly choreographed the dancers for the evening. What started off as a runway walk turned into a group dance off, setting the fun and lively mood for the rest of the evening.

Philly Launch party

Icona Pop

The guest list for the evening included a host of high calibre bloggers as well as key members of the press. We spoke to fashion blogger Ian Michael Crumm who told us, “After tonight I’ll be telling my friends that we all need to go shopping in King of Prussia. Primark is a young and fun brand, its elevated with great pieces. I go to KOP often - it’s a key shopping place for me. I think Primark’s going to be a bit hit in Philly.“


The evening was working up to a crescendo as the live act of the night took to the stage. Icona Pop worked the crowd up into a frenzy with their energetic set which included their new single as well as their renowned ‘I Love It’ hit and were an unforgettable highlight of the night.

Philly_Launch_Party

Keke Palmer

Philly_Launch_Party

Icona Pop

Philly_Launch_Party

Icona Pop

Our #Primania photo printers captured all the best moments from the night populating all posts hashtagged #Primarkusa. However if you want to check out all the best pictures and to get all the gossip from the bloggers themselves, head over to our social channels @primark or check out #Primarkusa over on instagram for the unedited best bits.

Hashtag – #PrimarkUSA

Facebook – Facebook.com/Primark

Twitter – @Primark

Instagram @primark

Snapchat: primarksnap

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Author avatar

Jayne Bibby

STYLE EDITOR

November

20/2015

SHARE ARTICLE

Philly_Launch_Party
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