Primark Opening at Ashley Centre
A high-energy launch activation designed to transform queueing into an engaging, branded retail experience
To celebrate the opening of Primark at Ashley Centre, we delivered a high-impact launch activation that turned peak footfall and inevitable queues into part of the experience itself. Rather than simply managing crowds, the approach focused on amplifying excitement, building anticipation, and creating moments of interaction before customers even entered the store.
Blending live entertainment, a big play-to-win moment and bold branded touchpoints, the activation created a dynamic environment that energised the space, encouraged participation, and extended dwell time across the centre during a key trading moment.
What we delivered:
Concept & Experience Design: The concept focused on rethinking the queue as an opportunity - introducing entertainment, interaction, and reward mechanics to maintain energy, reduce perceived wait times, and build hype around the store opening.
Interactive Prize Mechanic: A receipt-based gameplay moment sat at the heart of the experience. Customers who had shopped in-store were invited to take part in a hosted prize interaction, adding a layer of excitement and incentivising immediate spend. A mix of instant wins and high-impact moments (including confetti and audio cues) created visible theatre and drew in surrounding footfall.
Live Entertainment & Atmosphere: A curated entertainment programme ran throughout the day to maintain momentum and crowd engagement. This included a live DJ providing a consistent soundtrack, roaming Saxophonist and Usherette Trays interacting with guests, and choreographed flash mob moments.
Operational Delivery & Management: Full end-to-end delivery by CEP Agency, including concept development, scenic build, staffing, entertainment programming, and live event management.
