Pandora has taken its new Wonders collection beyond the jewellery counter, suspending a giant pearl in Westfield Sydney as part of a national media campaign.
Working with dentsu media and Scentre Group BrandSpace, the piece was supported with visual merchandising and digital SmartScreens and SuperScreens throughout the centre and a Westfield-led retail consumer promotion.
The execution transformed the retail environment into an immersive brand experience, designed to showcase the Pandora Wonders collection.
Further activations included a broader OOH campaign, where Apparition Media created custom murals with 3D Pearls in Melbourne and Brisbane, alongside street postering across the Eastern Seaboard.
Nationally, the launch was driven by a connected media strategy spanning CTV roadblocks, digital Screens, and high impact formats across social channels designed to drive awareness and support the customer journey from discovery to purchase.
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“Pandora Wonders celebrates the beauty of self-expression through meaningful design, and we wanted the launch to reflect that same sense of creativity and discovery – anything but ordinary. Dentsu understood that we wanted to inspire curiosity and celebrate individuality, like how the Pandora Wonders collection invites people to embrace creativity, express themselves, and find wonder in every detail,” said Pandora marketing director Jess Donovan.
“We are always looking for opportunities to push media thinking beyond traditional formats and create standout brand experiences for our clients,” said dentsu senior client director Joe Gannon.
“The collaboration with Scentre Group Brandspace was instrumental in delivering the suspended pearl installation with the precision it required. The installation was a striking visual expression of the Pearl Wonders collection, demonstrating how innovative media can transform a retail space into a memorable brand experience, broader out-of-home campaign extended the impact beyond the retail environment.”
“The Pandora Wonders installation at Westfield Sydney, supported by our Scentre Group BrandSpace integrated media network, was a great example of our approach. It transformed the space into a visually captivating experience for customers, reflecting the creative possibilities within our destinations, We’re delighted with the outcome which shows exactly how a brand can engage customers in ways that go beyond traditional retail formats,” Scentre Group BrandSpace group manager, strategy and sollution Jarrod Jenkins said.
The Pandora Wonders collection is available now in selected Pandora stores nationally and online.
CREDITS
Client: Pandora
Media: dentsu
Installation: Scentre Group
OOH: Rev360, Apparition Media