Primark Al Shaya Grand Reveal

Location: The Avenues Mall, Kuwait
Client: Al Shaya Group
Scope: 15×32 Meter Blackout Textile Curtain Reveal
Category: Retail Launch | Large Format Printing

The Challenge

When global fashion retailer Primark prepared to launch its flagship store in collaboration with Al Shaya Group at The Avenues Mall in Kuwait, the goal was to create a powerful and memorable first impression. The centerpiece of the launch would be a theatrical curtain drop, a dramatic reveal designed to captivate onlookers and signal Primark’s arrival in the region.

The execution required a highly experienced production partner capable of managing multiple challenges: precision printing at monumental scale, full blackout material with consistent visual quality, flawless installation on a 15×32 meter facade, and a reliable, synchronized curtain-drop mechanism.

The Solution

PJR Group was selected for the project due to its regional expertise and proven capabilities in large-format production and experiential branding.

Design Consultation and Material Selection
PJR Group worked closely with stakeholders to identify the right blackout textile. The chosen material had to block all ambient light, deliver sharp visual impact, and comply with mall and fire-safety standards.

Precision Printing and Production
Using grand-format printing technology, PJR produced a seamless 15×32 meter textile with high-resolution graphics and rich color fidelity. The print was executed to maintain vibrancy and clarity even at a distance.

Rigging and Curtain Drop Integration
PJR coordinated with The Avenues Mall operations and engineering teams to install a custom curtain drop mechanism. The solution was engineered for smooth deployment and safe operation in a high-traffic environment.

On-Site Project Management
From pre-installation surveys to on-site rigging and launch-day coordination, PJR’s team oversaw every stage of the project. The full execution was completed within the client’s timeline with no disruption to mall activity.

The Impact

The curtain drop was one of the largest ever executed in both the Middle East and Africa. The unveiling generated immediate attention from mall visitors, local media, and online audiences. The scale and impact of the reveal positioned Primark as a major retail presence in Kuwait and reinforced Alshaya Group’s ability to deliver high-profile brand experiences.

The final result delivered:

• A 15×32 meter seamless blackout curtain
  
• A flawlessly timed curtain drop activation
  

Enhanced brand perception at launch