Primark Adaptive Launch

The launch that made the industry pay attention.

Client: Primark · August 2025

Primark x Sophie Morgan – the launch of 'Sophie', Primark's first seated female mannequin, to mark Disability Pride Month.

A celebration of inclusivity and representation, created in collaboration with Sophie Morgan. Artist Jacqui Painter mesmerised guests with a live painting session on the mannequin – a piece that went on to be displayed in the window of a flagship London store. Fresh coffee from a branded counter, personalised poetry stations, a photo booth with branded print-outs and flower bouquets for every guest.

A milestone moment for the brand and an event that meant something to everyone in the room.

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