New design encourages discovery and collecting. The first store opens today in Birmingham, UK with more locations to follow later in the year.
COPENHAGEN, Denmark – 19 September 2019 – Today Pandora debuts a new store concept with the opening of the first refurbished store in Birmingham, UK. The new concept changes everything from colour choices to lighting to interior design and focuses on creating a welcoming and interactive environment.
Highlights include a charm bar, where shoppers can mix and match bracelets and charms, and a treasure table showcasing new products and bestsellers. Customers are encouraged to touch and feel the products to experience the craftsmanship of the hand-finished jewellery.
The concept is created with sustainability in mind, and new lighting design reduces energy consumption by at least 20% compared to current Pandora stores.
“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. 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,” says Mette Starup, Vice President Retail at Pandora.
The new store concept is part of Pandora’s global brand relaunch, which was announced on 29 August 2019. The relaunch also introduced a redesigned logo, visual identity, products and collaborations.
Pandora Pink is the main colour shade in the new store concept, and the Pandora monogram, a key visual element from the redesigned logo, serves as the identity-carrying centrepiece.
Pandora operates four stores in Birmingham. The refurbished store is located in the Bullring shopping centre.