Deichmann UK
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Our Work

Deichmann UK
Deichmann UK
Switching up the experience from formal to relaxed


  • Delegate Experience
  • Environment Design
  • Event logistics
  • Event Production
  • Venue Sourcing

The team at primary have worked tirelessly to help us move our conference on to the next level in terms of delivery & professionalism.

They helped to create an event that not only engaged & inspired store managers, but one that also live long in the memory for all involved.

Director Deichmann UK

Keeping it fresh; Creating New Ideas Year After Year

Deichmann is the largest shoe retailer in Europe and continues to grow rapidly in the UK.  This annual event provides the forum to review business activity, discuss future plans and celebrate success.

We’ve worked with Deichmann for five successive years on this important annual event which gathers senior managers from across their retail estate to convey key business messages, showcase their products in an exhibition format and network in an environment conducive for an evening drinks reception and awards dinner. 

The brief was to both keep the scene fresh and new and to encourage more audience engagement through delegate participation. 

Taking it to the Next Level

We knew the right questions to ask to get to the heart of Deichmann’s desire to show progression through the use of technology and imagery.  

Primary has successfully achieved the objective of creating impactful refreshed designs for each successive year of this event. 

We provided consultation and applied our design and production skills to create the right on-brand screen content for the key presentations.  

The agenda allowed for only a brief turnaround from day into evening. Our experienced Project Managers carefully researched and selected the best venue to allow this and co-ordinated this in-event.

Adding More Value; Result Highlights

  • Recommended table centre pieces to create mood and a design to re-use and enable a quick day/evening turnaround 

  • Created the right audio visuals to reflect the different atmosphere of the two separate sessions (formal into fun/relaxed)

  • Recommended and used the right applications of technology to encourage audience engagement (fully branded on-line registration/bespoke event app)

  • Provided pre-event speaker support and coaching for the on-site rehearsals 

  • Positive client feedback illustrated Primary’s in-depth understanding, together with the quality of production and use of innovation

Crafted a fitting environment with fresh new imagery

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