Pandora kicked off their much-anticipated relaunch last week at an exclusive event in Downtown Los Angeles to celebrate empowering people across the globe to voice, share and celebrate their loves.

Coinciding with the release of its new Autumn 2019 collection, the brand unveiled its repositioning – to reflect the many facets of you – during a day-long event touched by Pandora’s signature colour, pink.

Attended by 400 guests from around the world, the event transformed parts of the city into an immersive Pandora Pink-hued universe of empowerment, self-expression and inclusivity. The guests included were Nathalie Emmanuel, Larsen Thompson, Margaret Zhang, Coco & Breezy, Victoria Justice, Charli XCX and local Singapore influencers, Christabel Chua and Isabel Tan.

The Pandora muses
Larsen Thompson and Halima Aden
Guan Xiaotong

Dressed in touches of the brand’s signature colour, guests arrived at the event in style on electric scooters to see the exclusively commissioned murals interpreting Pandora’s new purpose along the Street of Loves, an alley between South Grand Avenue and South Hope Street. Building on Pandora’s air of discovery, the day culminated in a pink club-style setting that paid tribute to all things Pandora.

Photos by Andrew Toth/Getty Images for Pandora

But it’s not just jewellery that marks this exciting new shift. Reinterpreting Pandora for a changing audience, the brand’s expression and visual identity are also changing, repositioning Pandora to encompass unique, personal stories and customer experiences.

The soft, uppercase logo has been replaced by a sleek, minimalist word mark, retaining its black colour with bold, symmetrical sans-serif letters. The Pandora crown O also features as an updated, standalone emblem of the brand. Marking the first new logo design for Pandora since its launch in 1982.