International Danish jewellery manufacturer PANDORA has opened a multi-sensory retail store in Sydney's Pitt Street Mall to launch its new PANDORA Shine collection. Taking cues from PANDORA’s geometric honeycomb charm design, experience design agency YourStudio designed and built an immersive five metre-high installation called ‘The Hive’ to replicate a working beehive.
The concept features ‘Humming Hubs’ that incorporate scent and sound, LED light panels that mimic the movement of bees and the Pandora product housed in scent-infused stigmas of gold-plated flowers to create a genuine multi-sensory experience. The customer has been put at the heart of the experience, engaging all senses for this dramatic launch of the new PANDORA product line.
There is a story about the bee and the hive that plays out through the customer journey. PANDORA has evolved from a charm-based company to selling a wider spectrum of jewellery. It's customers – from the Gen Z girl first interacting with the brand through to the Millennial who has already purchased – want more. YourStudio says they want to feel an emotional connection to the brand’s they buy into; a sense of being part of a community that knows them. The Hive attracts the customer like a pollen does to a bee. The customers are drawn in by the scents of a meadow which is positioned around and through the hive. The gold flowers emit a meadow fragrance, attracting customers passing by. As they approach they get the alluring visual impact that shines like a jewel. The honeycomb floor provides the perfect stage for the immersive hive.
Once inside the Hive customers can marvel at the honeycomb structure, be immersed in the humming hubs with the smells of honey and the rhythms of a working hive. As visitors walk around the hive and smell the flowers, discover the products as they lean in to get a closer smell, they reveal themselves inside the flowers like a bee collecting pollen.
The Hive also includes a PANDORA Shine-themed gif booth which allows visitors to share their experience via socail media using the hashtag #PANDORAShine.
'We wanted to bring the PANDORA Shine campaign to life in a way that engages all the senses,' says Glenda Wolman, vice president, marketing for PANDORA in Australia and New Zealand.
'This is an exciting launch for the brand, representing the next step in the brand’s evolution. The PANDORA Shine collection, in 18k gold-plated sterling silver, takes inspiration from nature and honeybees. The Hive is the perfect way to introduce our new jewellery collection to the Australian market in an innovative and engaging way,' says Wolman.
'We create human experiences that connect people through sharing and making memories together – this is a perfect example of this. PANDORA’s Hive is an immersive, multi-sensory installation showcasing the new PANDORA Shine collection in a really unique way,” says Tom Philipson, managing director and co-founder of YourStudio.