Pandora built a massive golden beehive in Sydney’s CBD over the weekend.

Located smack-bang in the middle of the iconic Pitt Street Mall thoroughfare, the 5-metre tall structure was built to celebrate the global launch of the jewellery retailer’s new collection

Pandora Shine is a new 18 carat gold-plated sterling silver collection that the company said was inspired by… bees.

The sculpture itself was filled with metallic golden flowers that have been scented so that they smell like real flowers and showcases the new collection.

Visitors were invited to stick their heads inside an “immersive humming hub” within the structure to hear bees buzzing.

Edible gold ice-creams were also being served, although Inside Retail was unable to discern what the bee connection is there.

There were also bee themed cars driving around Sydney, coloured gold and adorned with large insect sculptures.

“We wanted to bring the PANDORA Shine campaign to life in a way that engages all the senses,” said Glenda Wolman, vice president, marketing for Pandora in Australia and New Zealand.

“This was an exciting launch for the brand, representing the next step in the brand’s evolution. The Pandora Shine collection … the hive was the perfect way to introduce our new jewellery collection to the Australian market in an innovative and engaging way,” she says.

Design studio YourStudio came up with the structure.

“We create human experiences that connect people through sharing and making memories together, this is a perfect example of this. The Pandora Shine Hive is an immersive, multi-sensory installation showcasing the shine collection in a really unique way,” said Danny Newman from YourStudio.

“We have created a customer journey that is similar to that of a bee, enticing customers to visit the giant interactive hive.”

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