Primark hosted a small pop-up experience in NoHo this weekend, giving New Yorkers a first look at Primark Studio NYC and what’s ahead for the brand as they prepare for their Primark Herald Square flagship opening in 2026. As someone who’s been a Primark fan since they opened at Kings Plaza in Brooklyn, I had to check it out and of course, see what Primark had planned for this special NYC event.

Color Analysis: A Fun Idea with a Long Wait

The headline attraction of the pop-up was the free color analysis session. Stylists placed swatches against your skin to help you figure out whether you’re a Winter, Autumn, Spring or Summer. It was cute, interactive and very on-theme for a beauty-and-style event.

The only issue?
There were just three stations, so the line moved slowly and wrapped around the room. If you didn’t want to wait, browsing the displays or grabbing a latte was the better move.

DJ Vibes & Cozy Latte Break

The atmosphere was one of the best parts of the pop-up. DJ Taela Naomi kept the vibe soft and stylish, the kind of soundtrack that makes you want to take photos and stay a little longer.

The complimentary lattes were genuinely good. The brown sugar latte was a highlight and the small seating area gave us a cozy moment to chat and people-watch before leaving.

But the best part of the entire visit?
We were given a $25 Primark gift card just for attending. It was such a thoughtful surprise and definitely made the stop feel worthwhile, especially since nothing in the pop-up was available for purchase. Now I’m ready to put it to use once the flagship opens or at one of their other NYC locations.

Cute Displays, But Nothing to Shop

The pop-up featured a small preview of winter and holiday looks, pretty textures, metallics and cozy knits. But because the space was tiny, the display felt more like a teaser mood board than a full fashion showcase.

And since no items were actually for sale, the gift card became the real MVP of the experience.

I’ve loved Primark ever since they opened at Kings Plaza in Brooklyn. Affordable, cute and always full neat collaborations. Visiting the Oxford Street store in London was a whole new level and easily one of the highlights of that trip.

One thing that would’ve taken the pop-up to the next level? In the area with the subway-entrance photo op, Primark could’ve staged three to five mannequins dressed in next season’s pieces. It’s such a great visual corner already and a small curated preview would’ve made the space feel more immersive while giving everyone a real look at what’s coming to Primark next.

Final Thoughts

After finishing our lattes and snapping a few photos, we wrapped up our visit. The studio was fun, the staff was friendly and the gift card was a sweet surprise. The only downside? The pop-up was small and felt more like a preview than a full experience.

Still…… a cute stop for a Saturday morning and now I’m even more excited for Primark’s Herald Square flagship opening in 2026.

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