Jewellery brand Pandora has unveiled the first of its new store concepts
in Birmingham with a retail design that aims to encourage “discovery and
collecting”.
Following a complete refurbishment, the Birmingham Bullring store has
changed everything from colour choices to the lighting, and interior design
with the aim of creating a “welcoming and interactive environment,” added
Pandora in a press statement.
Pandora Pink is the main colour shade, and the Pandora monogram, a key
visual element from the redesigned logo, serves as the identity-carrying
centrepiece.
Highlights include a charm bar, where shoppers can mix and match
bracelets and charms, and a treasure table showcasing new products and
bestsellers. With the design’s aim to encourage customers to touch and feel
the products to experience the craftsmanship of the hand-finished
jewellery.
“Technology has changed how customers are shopping. With so many online
choices, it is no longer enough for a brand just to sell high-quality
products,” explained Mette Starup, vice president retail at Pandora.
“Visiting a Pandora store should be an intuitive and playful experience. It
should be about discovering the treasures within. We are making the store a
destination you want to spend time at.”
Sustainability is also a focus of the new concept, with the lighting
designed to reduce energy consumption by at least 20 percent compared to
current Pandora stores.
Pandora’s global rebrand continues with first store relaunch in
Birmingham
Select elements of the new concept have already been tested at a pilot
store in Leicester and Pandora added that it will continue to develop the
concept into 2020, and the new store design would roll out to more than ten
locations in 2019 in the UK, US, Italy and China.
In addition, more than 1,000 stores will have new window visuals, to
bring them in line with the jewellery brand’s global relaunch announced in August
that included a new company vision, “We give a voice to people’s
loves – Passions, People and Places,” alongside an updated logo and
monogram, as well as the new signature colour – pink.
The Danish jewellery brand’s website has also been given an update,
featuring cleaner product imagery and improved navigation and check-out
flow.
Other elements of the brand relaunch includes celebrity endorsements,
such as the collection being fronted by Stranger Things actress Millie Bobby Brown, as well as new
product collaborations with its Harry Potter and Frozen II collections launching
later in the year.
Image: courtesy of Pandora
