CNC partnered with Primark to paint the town blue and celebrate the brand’s arrival in Manhattan. Leading up to the flagship grand opening at 150 W 34th Street, the team orchestrated a series of invite only and consumer facing experiences. Programming included a dedicated influencer preview, nearby pop up moments, and massive opening day celebrations. The activations blended vibrant New York City energy with Primark’s accessible style to drive discovery and content capture. The opening featured appearances by notable talent including Sarah Jessica Parker and Andy Cohen. The multi day campaign successfully provided a first look at the Primark way to shop while distributing thousands of giveaways and gift cards to excited consumers.