“Loves, Unboxed”: Pandora Brand Experience

In addition to the global Christmas campaign “Loves, Unboxed” of the jewellery manufacturer Pandora, the idea was to support it with a unique shopping experience, made up of playful interactive moments that evoke the feeling of opening Pandora’s box. With this in mind, VOK DAMS designed the “Loves, Unboxed” playground, a mobile pop-up experience that travelled through Germany’s metropolises for three weeks during the preChristmas period.

Oversized Pandora’s boxes illuminated in pink created a space visible from afar designed to spark curiosity. In the interior, a series of pieces of Pandora jewellery was presented and offered for sale in several themed rooms. Each room represented a particular emotion – using a multisensory entrance, a sound experience, different scales in a playful manner or unusual photo motifs.

The endlessly surprising space consisted of thousands of glittering gems, lights and mirrors, inspired by the zirconia stones of the Infinity product line. In the room of heavenly love, heartbeats were transformed by a shining love heart into a sound landscape and visual impressions.

Playful, magical and grammable interactions were intended to extend the campaign into social media. In addition, influencers were invited to support the reporting. A PR opening preceded the official start of the campaign.