Primark transforms old cinema in Madrid into new flagship store

The new 3,600 sq ft store, which spans five floors, is in the centre of Madrid’s Salamanca district on Conde de Peñalver.

Located in the former Cine Salamanca movie theatre, Primark’s second flagship in the city pays tribute to the building’s history with “nods to the golden era of the cinema” throughout the store.

Shoppers can expect to be “transported back in time” and experience the movie theatre aesthetic in-store, with a restored entrance staircase, sky roof foyer, red and gold design throughout, a large screen and bespoke lighting.

Primark customers will be able to shop a broad range of products across denim, pyjamas, beauty, lifestyle and homeware collections.

Primark director of Spain and Portual Carlos Inácio said: “After a long refurbishment project, the day has finally come for the opening of our new Primark Conde de Peñalver store, in the heart of the Salamanca district.

“We have lovingly restored the building, ensuring that its place in history shines throughout the store. From carefully curated fonts to meticulously preserved staircases and auditorium lanterns, every detail of the store focuses on reviving the building to its former glory.

“This store is an incredibly unique retail space and we have loved bringing the Primark brand to such a significant building. I want to thank every person who has made the opening of this store possible; it is the result of the hard work and dedication of the entire team. We look forward to welcoming our customers to experience this very special store.”

The store is Primark’s fifth in Spain as marks 18 years in the country, after opening its debut store in the Plenilunio shopping centre, Madrid, in 2006.

Primark pledged a €100m (£85.2m) investment into its Spanish business in 2022, €80m (£68.2m) of which was dedicated to eight new store openings and a store extension.

A further €20m (£17.05m) was invested in upgrading and refurbishing existing stores in the country.