The World Gold Council (WGC) has introduced an immersive gold installation at Phoenix Palladium in Mumbai, designed to engage younger consumers with the metal through interactive experiences, storytelling and technology.
Sachin Jain – Regional CEO India, World Gold Council, said the initiative aims to build a more contemporary and engaging relationship between gold and new-age consumers. The installation explores gold’s history, origins and lesser-known facts through interactive displays, including a comic-book-style narrative designed to appeal to visitors across age groups.
The experience features installations such as “Gold Origins” and “Gold Rush”, alongside interactive displays that explore gold’s long-term value and performance against other investments. A “Scratch & Win” section adds a participatory element, while a wedding-themed display connects gold with India’s bridal traditions.
Jain said the initiative reflects the need for the gold industry to evolve alongside changing consumer preferences, complementing developments in product design and advertising with more experiential forms of engagement.
He also encouraged jewellery retailers to draw inspiration from the installation and adapt elements of its approach in their own stores and markets. Such experiences, he said, can help retailers connect with a wider consumer base and make gold more relevant to younger audiences.