This festive season, as part of its efforts to engage younger consumers with gold in a more contemporary and interactive way, the World Gold Council has launched an immersive gold experience at Phoenix Palladium, Mumbai, one of the city’s leading premium retail destinations.

Through a series of immersive experiences and engagements that blend technology, storytelling, gaming, and discovery, the initiative aims to highlight gold’s enduring relevance to the younger audience.

The World Gold Council installation forms the mainstay of the Diwali Gold District, which is being extensively promoted by Phoenix Palladium across its consumer channels. The experience will be live for one month, from 9 October to 9 November. Phoenix Palladium provides an ideal platform to engage a young, affluent audience in conversations about gold through discovery, play and participation.

Sachin Jain, Regional CEO, India, World Gold Council said:

“Gold and gold Jewellery holds a unique place in India’s cultural fabric, symbolising prosperity, tradition and connections across generations. With this immersive experience, we want to spark curiosity and give younger consumers new reasons to engage with and discover gold. At the same time, these installations demonstrate how engaging, technology-led experiences can help jewellers create more contemporary conversations around gold with the next generation of consumers.”

The Experiences

• Gold Rush:

An interactive touchscreen experience that gets consumers to engage with gold rather than simply read about it. As consumers engage, the experience brings to life gold’s value over time, its comparison with other asset classes, and the increasing purchasing power of gold in a simple, fun, and highly visual way.

• The Wedding Edit:

A selfie experience where visitors can reimagine themselves as bride and groom from different parts of India and explore the gold jewellery associated with different regions. It also creates fun, shareable content, extending the consumer experience onto social media.

• Gold Vault:

A gamified knowledge experience where consumers answer questions about gold to unlock the vault and win a prize. The format encourages participation while helping consumers discover the unique qualities and attributes of gold.

• Gold Origins:

A life-size comic-book experience that brings the fascinating origin story of gold to life, including its cosmic beginnings. The larger-than-life comic-strip format makes the story visual, accessible, and fun to discover, particularly for younger consumers.

• Scratch & Win: A simple, high-participation activity that adds an element of excitement and reward. Importantly, each card also carries an interesting fact about gold, ensuring that every interaction creates an opportunity to learn something new about the metal.

Creating Consumer-Engagement Assets for Jewellers

These engagements have been developed by the World Gold Council as adaptable consumer-engagement concepts which can also be used by jewellers within their respective stores to engage their customers in new ways and create conversations around gold that go beyond the traditional product and price discussion.

The broader objective is twofold: to use a high-footfall premium destination such as Phoenix Palladium to connect gold with younger consumers, while simultaneously developing a suite of scalable engagement assets that the jewellery industry can take into its own retail environments.

Together, the experiences bring different dimensions of gold to life through gaming, weddings, knowledge, storytelling, value and rewards, making the consumer’s interaction with gold more participative, contemporary, and memorable.