Apart from the window display, a pop-up shop hosts jewelry pieces and an interactive online platform in-store allows consumers to virtually try on merchandise and share the video on social media.
“Fabergé has historically celebrated Easter with its elaborate egg creations and therefore we wanted to do something very special for Harrods customers, and reach a wider customer base that goes beyond the Fine Jewelry Room client,”said Katharina Flohr, creative and managing director of Fabergé, London.
One of the window displays shows the Fabergé brand name with Humpty Dumpty sitting atop the first E, waving at passersby. Another shows a tree decorated with multicolor Easter eggs.
Inside the store, the jeweler has set up an Egg Bar, a corner specifically dedicated to its egg pendants set with precious stones.
Fabergé is also showing rare archival pieces at Harrods, including its Apple Blossom Egg created in 1901, made out of gold, diamonds and nephrite. It’s limited edition design for those with an appetite for extreme luxury.
A pop-up will house current collections from the jeweler, as well as the “Fabergé Cinescope,” a digital touchpoint that allows consumers to photograph themselves wearing a piece of jewelry and then share it on social media. This reflects the heritage of portraiture in Fabergé eggs and other pieces from the house.
Russian fashion journalist Miroslava Duma, founder of Buro 24/7, is the person behind Fabergé’s Cinescope in-store.
Consumers can take their photo with the iPad-like interface situated in a vanity. A disk then spins to make them appear to be wearing the piece of jewelry they chose.
This spinning image was designed to look like a Victorian form of animation in which a disk with different photos on either side was spun to produce a tromp-l’oeil optical effect, where the images combine to form one.