The activation, which took place on 3 December, featured 10 dancers from the Birmingham Royal Ballet and a choir of 50 singers from London Contemporary Voices performing to the Dance of the Sugar Plum Fairy from The Nutcracker to passers-by.
The shows, implemented by PrettyGreen, the brand's UK experiential agency, are part of Panodora’s #ChristmasDelights campaign and were streamed live on Facebook. The activity continued throughout the run up to Christmas with choirs visiting 18 Pandora stores to entertain customers, offering them a chance to win a piece of Pandora jewellery.
Carly Hunt, digital marketing director at Pandora said: "Our aim is to capture the magic of Christmas and delight our customers by delivering a beautiful Pandora experience to cherish".
Kate Umfreville, head of events at PrettyGreen added: "Our experiential activity for Pandora truly captures the magic of Christmas with a performance from the Nutcracker, which has driven a huge amount of positive buzz online".
Earlier this year, Pandora teamed up with Yahoo Storytellers for a Tumblr campaign, using content from experiential activity taking place at London Fashion Week. The brand also hosted a social vending machine at Cosmopolitan's Fashfest event, held in September.
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