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DENMARK – Transforming Public Spaces: Pandora’s Immersive Event in a Los Angeles Alleyway
Organizing an event in a public space may seem daunting due to the permits and logistical challenges involved. However, Pandora’s recent event in a Los Angeles alleyway proved that with the right vision and execution, it’s entirely possible.
To align with its core values of creativity and female empowerment, Pandora partnered with the event agency Eventually to completely transform the space. The facades were painted pink and adorned with murals created by female artists, turning the alley into a vibrant work of art.
A select group of influencers had the exclusive opportunity to attend the launch of Pandora’s new jewelry collection. The event extended into an adjacent industrial space, also fully redesigned for the occasion, where guests could explore and try on the latest designs.
An Event That Lives Beyond the Experience
Even after the event ended, the alley continues to attract visitors, standing as a lasting piece of urban art in Los Angeles.
Pandora has been hosting experiential events worldwide to present its latest collections to influencers and media. In this case, Eventually—a Danish agency based in Spain—managed to reimagine an overlooked urban space into a striking and immersive brand environment.
Approximately 200 influencers arrived at the event to find the entire alley transformed. Before-and-after photos highlight the dramatic change: from a neglected, industrial passageway to a bold, creative setting.
Managing Public Space for Events
To bring this vision to life, the team collaborated closely with the Los Angeles City Council to secure permits and engaged with local businesses to gain approval for the temporary redesign.
“We turned this alleyway into an event space and, at the same time, a large-scale urban mural that remains open to the public as part of the city’s art scene,” said Christian Osterkilde, Partner and Project Manager at Eventually.
For those looking to organize events in public spaces, the Madrid Convention Bureau has developed a guide to help navigate the process. The guide is currently being updated, and new insights will be available soon.
Brand Values in Action: Female Empowerment & Creativity
One of the key principles in event marketing is ensuring alignment between brand values and event execution. In Pandora’s case, its commitment to female empowerment and creativity was evident not only in the artistic interventions but also in other event details:
- Female DJs curated the music experience
- Influencers arrived on pink electric scooters
- The event featured a street party, food trucks, and an immersive jewelry exhibition inside a warehouse
- Guests accessed the industrial showroom via classic freight elevators—just like in Hollywood movies
This event underscores how brands can redefine public spaces to create immersive storytelling experiences, turning even the most unexpected locations into unforgettable event venues.