BUSINESS STRATEGY•21
Entering a PANDORA concept store is likemeeting
anold friend. But people change over time, and the
PANDORA store has to evolve to stay relevant.That’s
where the Evolution store concept comes in.
The PANDORA concept store design is changed
approximately every five years to ensure the store
experience remains relevant to customers’ changing
demands and needs.
Created in collaborationwith a Swiss architecture
anddesign firm, Evolution is an accessible and feminine
in-store environment with awarm and bright feel and
unique zoning colours that help customers find their way
to the products they seek. Every inch of the store has been
carefully designed to reinforce the unique PANDORA
aesthetic and improve the sales experience.The detailing
on the showcases, for example, uses bracelet-like patterns
to create a visual and tactile link to our signature product.
Details of this kind donot materialise overnight.
Work on Evolutionbegan in early 2012 and the first ‘lab
store’ was created in Stuttgart, Germany, later that year.
After two years of development, testing, tweaking and
establishing an efficient procurement supply, the global
roll-out of Evolution began in2014. Before an Evolution
storematerialises, our in-house teamof technical designers
draws the store in 3D and fits the Evolution elements to the
store’s unique size and shape.
Brings products closer to the customer
The Evolutiondesign reflects our brand’s promise to help
women remember, cherish and share their unforgettable
moments.The traditional counters have been split up and
spread out across the store so that sales staff and customers
can stand side by side as they discuss the products.The
jewellery is beautifully framed in cabinets anddisplayedon
thewalls to create awall of memories. In addition, newly
designed fixtures allow customers to touch and feel the
products, giving them a tactile experience and a sense of
the products’ quality.
Fabulous and functional façades
The PANDORA store façade is the face of our brand – it is
what people recognise as they pass by in the street or in a
shopping centre.To enhance this reassuringmoment, the
Evolution design highlights core elements of the brand’s
visual identity, including the ribbon image that appears on
many of ourmarketingmaterials.
EVOLVING THE
CUSTOMER EXPERIENCE
