In the heart of London, on the bustling South Bank near the iconic Tower Bridge, Pandora, the globally acclaimed jewellery brand, is set to unveil an experiential pop-up event that promises to blend art with the personal touch of jewellery crafting. The event, titled ‘Art of Loves’, is a creative collaboration with the agency Backlash, drawing inspiration from Pandora’s festive campaign, ‘Loves Unboxed’.
From Thursday 9th to Sunday 19th November, the public is invited to step into what appears to be an oversized Pandora jewellery box. Inside, visitors will immerse themselves in an art installation that celebrates the myriad facets of love, as interpreted by five of the UK’s emerging artists: Hisham Echafaki, Renin Bilginer, Eve De Haan, Makiko Harris, and Phoebe Boddy.
Positioned prominently in Potters Field Park, the ‘Art of Loves’ pop-up will not only showcase these artists’ works but will also offer guests a chance to engage in the creative process themselves. An interactive platform will allow visitors to craft their own art pieces, which can then be displayed on digital screens adorning the pop-up’s exterior or printed as customized wrapping paper, perfect for holiday gifting.
This initiative is set to transform the pop-up into London’s largest digital gallery, with the creations inside being projected onto digital canvases measuring 8 by 3 meters on the exterior.
Sarah Chenery, Marketing Director at Pandora UK & Ireland, shares her enthusiasm for the project: “We are delighted to be working with Backlash on this innovative activation. At the heart of our Christmas campaign is the idea of celebrating all types of love and we wanted to bring this concept to life for consumers in a fun and engaging way. Pandora is a brand which celebrates self-expression, and so we’re particularly excited to be working with five talented artists who have all interpreted the concept in their own unique way, whilst also giving consumers the opportunity to do the same.”
Katie Peake, Creative Director & Founder of Backlash, adds context to the campaign: “Pandora’s global festive campaign is ‘Loves, Unboxed’ which is a celebration of all the different types of Love shared and experienced across the festive season through gifting a Pandora piece to a loved one. Working with this global campaign I developed a highly visual interpretation of this called ‘The Art of Loves’, which is an experiential campaign inviting guests to participate in sharing their creative interpretation of love and the joy of unboxing a gift at Christmas within a ‘phygital’ environment.”
The pop-up will welcome visitors from 9th to 19th November, with opening hours from Monday to Wednesday between 11:00 and 19:00, and from Thursday to Sunday between 11:00 and 20:00, with an early closure at 13:30 on the opening day, 9th November.