PRIMARK has been voted the most exciting new store ahead of this week's opening of the Lexicon. 

In a poll conducted on the Bracknell News website, the fashion outlet gained an impressive 53 per cent of the vote, out of almost 400 ballots.

The Lexicon will finally open this week and excitement is nearing fever-pitch.

Primark is just one of the new stores opening up this week, and will be one of 135 units leased by the time the development is finished. 

Also in the poll, H&M came second with 19 per cent of the votes, ahead of Superdry with 16 per cent, River Island with 10 per cent, and Topshop with two per cent. 

The development does not end with fashion. There will be a host of restaurants including Nando's, Prezzo, Las Iguanas and Wagamama. 

As if this was not enough, one week after the Lexicon opens, a new cinema will flings its doors wide.

Cineworld will be a new 4D experience and will kick off with a showing of the film adaptation of Stephen King's 'It'.

The Lexicon opens Thursday September 7.