Jewellery retailer Pandora has launched a pop-up on Sydney’s Pitt Street Mall in celebration of its global brand makeover.
Covered in pink, Pandora’s new signature colour, and crowned by its ‘O’ monogram, the Heartbeat Hub is an experiential installation that utilises motion graphics and video technology to encourage visitors to embrace the people, places and passions they love.
In the pop-up, visitors are invited to place their hands on a heartbeat monitor, and a visualisation of their heartbeat is projected around the space, alongside messages encouraging them to express who they really are.
Renowned pastry chef Anna Polyviou is also on hand, giving away free desserts inspired by the look and feel of the Heartbeat Hub at 12pm from Thursday-Sunday.
Keeping up with a changing audience
The activation is in keeping with Pandora’s global rebranding, which officially launched in Los Angeles at the end of August to coincide with the release of its Autumn 2019 collection.
Centred around self-expression and inclusivity, the rebranding is intended to appeal to a changing audience.
“Balancing our legacy with modernity, we continue to craft meaningful, high-quality jewellery with purpose, allowing people to wear it to show the things they love and the stories of who they are in a more personal, experiential context,” Stephen Fairchild, Pandora’s chief creative and brand officer, said in a statement about the brand relaunch.
“Collaborations with global franchises, celebrities and influencers will also underpin our repositioning.”
As part of the repositioning, the Danish retailer has revamped the design of its 2700 shops worldwide, unveiled a new logo, increased marketing campaigns featuring celebrities and launched themed collections, including the recently released Harry Potter and Walt Disney’s Frozen jewellery collections.
A sleek, new word mark has replaced Pandora’s soft, uppercase logo, and the brand’s crown ‘O’ serves as an updated, standalone emblem of the brand. This is the first time the retailer has changed its logo since its launch in 1982.
Supporting charitable causes
The retailer also announced a partnership with the United Nations Children’s Fund (Unicef), which ties into the core pillars of its new brand identity.
The three-year partnership will fund life skills training, with a focus on programmes that support female empowerment.
“Girls’ education goes beyond getting girls into school,” the retailer stated.
“It is about ensuring that girls learn and feel safe; complete all levels of education with the skills to effectively compete in the labor market; learn the skills necessary to navigate and adapt to a changing world; make decisions about their own lives; and contribute to their communities.”
Alexander Lacik, Pandora CEO, said the new partnership is their way of helping address the societal challenge of millions of children not being able to attend school.
“Young people are the future,” Lacik said. “Their ideas, energy and enthusiasm can change the world.”
To raise funds for the project, Pandora will launch a series of cause-related marketing campaigns starting with a special edition collection of jewellery, which kicks off on World Children’s Day on November 20.
The special edition collection will be available online and across Pandora’s stores in more than 100 countries. All profits made from the collection will go to Unicef.
Growing its global footprint
Pandora jewellery is sold in more than 100 countries on six continents through more than 7,500 points of sale, including more than 2,700 concept stores.
In 2018, Pandora posted total revenue of €3.1 billion.
In a recent Reuters article, the retailer revealed it sold 280,000 pieces of jewellery per day in 2018 after Lacik took the helm at Pandora following the ouster of the former CEO after several profit warnings.
