Pandora's South Bank pop-up became London's largest digital gallery of love

Bring the Christmas idea — celebrating all types of love shared through gifting — to life as a participatory 'phygital' experience for a self-expression brand.

A pop-up shaped like a giant Pandora box: five artists interpret 'Loves', and visitors add their own art — printed as wrapping paper or shown on the box's screens.

Open 9–19 November 2023 near Tower Bridge, the installation showed works by Hisham Echafaki, Renin Bilginer, Eve De Haan, Makiko Harris and Phoebe Boddy; a bespoke interactive platform let guests make their own pieces, show them on the surrounding digital screens, or print them as personalised wrapping paper.

The pop-up became London's largest digital gallery of 'Loves', transforming visitor-created art into eight-metre by three-metre digital canvases; no footfall or sales figures in the source.

This November, Pandora welcomed consumers to an immersive pop-up on London's South Bank, near Tower Bridge, developed with creative agency Backlash and inspired by the brand's holiday campaign, Loves Unboxed — a celebration of all the types of love shared across the festive season through gifting a Pandora piece.

The 'Art of Loves' pop-up, open to the public from Thursday 9th to Sunday 19th November, was designed to look like a huge Pandora jewellery box in Potters Field Park. Inside, an art installation celebrated different interpretations of 'Loves' by five of the UK's most exciting up-and-coming artists: Hisham Echafaki, Renin Bilginer, Eve De Haan, Makiko Harris and Phoebe Boddy.

Guests could create their own piece of art via a bespoke interactive platform, then showcase it on digital screens surrounding the pop-up's exterior or print it as personalised wrapping paper for a loved one. The activation became London's largest digital gallery of 'Loves', turning visitor creations into eight-metre by three-metre digital canvases. Marketing director Sarah Chenery said the brand wanted to celebrate self-expression 'whilst also giving consumers the opportunity to do the same'; Backlash founder Katie Peake called it a participatory 'phygital' take on the joy of unboxing.

The festive campaign's idea — every kind of love, unboxed — translated naturally into a gallery of interpretations.

Pandora positions itself on self-expression, so visitors making their own art demonstrates the brand value.

Five emerging artists gave the box cultural credibility beyond retail.

Printing artwork as wrapping paper links the experience back to the act of gifting the product.

Participation beats display: letting visitors co-author the gallery — and gift the output as wrapping paper — turns a brand activation into the product's own ritual.

The pop-up ran 9–19 November 2023; the source records no visitor numbers or commercial results.