Tinashe wows at Boston launch party
As if hosting a VIP dinner in New York wasn’t enough, we went one step further last night and threw an exclusive shopping event at our new Boston store. The opening party, in collaboration with Refinery 29, welcomed a host of high calibre bloggers, consumers and guests all rubbing shoulders in Downtown Boston, ahead of the official opening.
Tinashe takes to the stage
There’s no slowing down for Team Primark as we come ever closer to our U.S. launch. After the success of our exclusive dinner in New York, which you can read about here, we moved onto Boston to put the finishing touches to the store. However we always make sure there’s time for a party!
The event, nicknamed Club #Primania, saw fashion influencers, local press and bloggers welcomed by a DJ set from rock star royalty Alexandra Richards, which was later followed by a live performance from recording artist Tinashe. All guests were given a $50 shopping voucher on arrival and an exclusive opportunity to shop the store ahead of the official opening.
The first floor of the store was transformed into a party space complete with stage, DJ booth and bar, while all four floors of the 77,000 sq ft space were open for shopping all night. Several features of the old Filenes department store have been left exposed, including industrial ceilings, tiled walls and the steel pillars that form the skeleton of the store.
And boy did they shop, with Justin Livingston, from Scout Sixteen fame, even doing an outfit change during the night. He told us, ‘Primark is awesome and I was so shocked at how affordable it is and at the quality – it’s amazing. I find a lot of the time, items that come from fast fashion stores tend to sacrifice quality over price which they haven’t done here which is beautiful.’
Attendees included DJ Kitty Cash and fashion bloggers Raye Boyce, Courtney Quinn, Lisa Dengler and Justin Livingston, who gave us an insight to their first impression of the store. Kitty Cash told us, ‘The store is massive, and it looks awesome and I just wanna go in the home section. I also saw some bits from Primarket on instagram and I thought – I am going to get that! This store is insane!’
For Courtney Quinn it was all about the footwear department, ‘Primark shoes are crazy affordable so that’s a great thing. Shoes are always what I end up spending most money on so it’s great to be able to have a trendy shoe that I don’t have to heavily invest in.’
Due to the store’s free wifi, a first for Primark, guests were able to share and enjoy all the goings on from the night across their social channels. There was even a GIF photo booth set up in store for shoppers to record their new purchases and most favoured items. Check out #Primarkusa and #Primania to see what our guests were loving last night.
Refinery 29 created another first for us as they introduced their Editor’s Picks into the store – styling up their favourite items into key looks for the Fall season, which will remain within the store’s trend area, easily located by the R29 hanger tags.
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.
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