How Pandora Hosted a Press Day in Paris to Showcase Its New Collection

 Danish jewelry brand Pandora has built a global reputation for accessible luxury jewelry. Since entering the French market, the brand has continued to expand its presence while investing in brand storytelling and media engagement.

To introduce a new fall-winter collection to journalists and influencers, Pandora hosted a press day in Paris. The event took place in an elegant apartment space on Rue Saint-Honoré in the Opéra district, creating a refined setting where guests could discover the brand’s latest designs.

Press days like this are an important part of the fashion and luxury industry. They allow brands to present new collections to media, generate editorial coverage, and build relationships with influencers and stylists.

Brands planning similar activations often begin by exploring available event spaces in Paris or browsing flexible venues through platforms such as Storefront.

A Press Event Designed to Present the Collection

Pandora organized the Paris press day to reveal the inspiration behind its upcoming collection while reinforcing the brand’s positioning in the premium yet accessible jewelry segment.

The event brought together journalists, influencers, and fashion professionals for a day dedicated to discovering the collection and understanding the creative direction of the brand.

Laurence Defaux, Pandora’s Communication Manager, explained the objective behind the venue selection:

“We were looking for a place in which our jewels could be magnified, like in a precious box.”

The space therefore needed to highlight the jewelry while offering a comfortable environment where guests could interact with the products.

Choosing the Right Venue for a Fashion Press Day

Selecting the right space played a central role in the success of the event.

The Pandora team worked with Storefront to secure a 2,153-square-foot apartment venue in the 1st arrondissement of Paris. The elegant interior allowed the brand to create a sophisticated scenography that reflected the aesthetic of the collection.

Products were displayed both in window installations and on presentation trays, allowing journalists to examine the pieces closely and try them on during the event.

For brands planning similar launches, flexible venues can be adapted to suit both press presentations and product showcases. Options include dedicated event spaces in the 1st arrondissement of Paris or more specialized venues such as showroom spaces in Paris 1st arrondissement, which are often used by fashion and jewelry brands during press events.

Companies looking to host similar activations can also browse curated venues through event space rental opportunities.

Creating a Showroom Experience for Journalists

The apartment setting allowed Pandora to transform the space into a temporary showroom.

Carefully designed displays and decorative elements created an intimate environment where the jewelry became the focal point of the experience. The scenography emphasized the elegance of Pandora’s necklaces, bracelets, and earrings while ensuring the pieces remained easily accessible to guests.

This type of showroom-style presentation is often used during press days because it allows journalists and influencers to interact directly with the collection.

Rather than simply viewing the pieces, guests were able to try them on and photograph them in a setting designed specifically for editorial storytelling.

A Strategic Location in the Heart of Paris

The location of the event also contributed to its success.

Situated in the 1st arrondissement, the venue was close to many editorial offices and media agencies. This central location made it easy for journalists and influencers to attend the event during the day.

As a result, more than one hundred media professionals and influencers visited the space to discover the collection.

Press events held in well-connected areas of Paris often benefit from higher attendance because they are easily accessible for media professionals working in the city.

Strengthening Brand Visibility Through Press Events

For brands like Pandora, press days remain a powerful tool for building visibility and strengthening relationships with the media.

By presenting its collection in an elegant and carefully curated space, the brand was able to communicate its design philosophy while generating editorial coverage across fashion and lifestyle publications.

Events like this demonstrate how temporary spaces can be transformed into immersive environments where products, storytelling, and brand identity come together.

For luxury brands launching new collections, combining a well-designed showroom with a strategic location can play a key role in ensuring that press events leave a lasting impression.