Primark opens its Tottenham Court Road flagship tomorrrow with a burst of new in-store features and a store that, at 82,000 sq ft, is a little over 10,000 sq ft larger than the Marble Arch store at the other end of Oxford Street.

Paul Marchant, chief executive, said that the four-floor store is “another step forward” for the value retailer and that he expects shoppers to be predominantly office workers, instead of the tourists, who form much of the customer-base at the Marble Arch branch,

“We’ve really punched the Primark message around this store,” said Marchant. This is apparent from the large number of windows on two three of the floors that allow in dalylight and which are used to frame the illuminated letters on each floor that compose the retailer’s name. Other new elements include a “trend room”, where the exposed brick walls have been sprayed black, a faux tube station (Primark is no longer across the street from a stop on the Northern Line, but is now a stop on the “Fashion Line”, according to the retailer) and a massive LED screen that carries the retailer’s promotional videos and which cost £350,000 to develop.

The store has been under construction since March this year and the design is by consultancy Dalziel & Pow.

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