Prestige, a collection of 60 of the jewelry industryâs leading manufacturers and designers, has embarked on an ambitious plan to overhaul its entire brand format â from its digital presence to the famed Prestige Pavilion, which is a 15 year institution at JCK.
âWe realized after 15 years with the same look it was time for more than a re-fresh â we had to radically re-do our look,â said Prestige President Steve Mazza.
âOur marketplace is changing and we wanted to reflect that. We also wanted to be more true to our high-end heritage. The look is cleaner, brighter, more luxurious and more streamlined. Weâre excited to introduce it to our community next month.â
Retailer attendees to the Pavilion will see booths that are more aligned with the current retail environment. Gone are the heavy, closed booths from previous editions; they are replaced with more open, lighter fabric based booths. Showcases are now lit from within and the booth lighting has been upgraded with high intensity LED lights.
Branding elements are done in materials as diverse as brushed aluminum and wood, allowing the Pavilion to feel both modern as well as inviting and warm. Just as importantly, this new look gives retailers a truer read as to how Prestige brands present in a retail environment
Beginning shortly after JCK 2013, Prestige moved quickly to change âPrestige Promenadeâ to just Prestige and updated the graphic to a more contemporary font. As board member and A. Link President Doug Sills notes, âchanging the font and removing the âswirly Pâ was consistent with what we were trying to accomplish from a brand architecture standpoint â simple, clean, elegant and concise.
It also allowed us to change our website from âPrestige Promenadeâ to a stronger action oriented statement â âDiscover Prestigeâ (www.DiscoverPrestige.com).â The refreshed website also now has a greater focus on the brands and their signature pieces.
Working closely with their long-time exhibit partner, Prestige then moved on to re-creating the pavilion experience. Key to the effort was the ability for Prestige to deliver changes to the Pavilion without charging members a special assessment. Using more current, lighter materials combined with re-thinking how the pavilion is built, shipped and stored, allowed Prestige to bring an entirely new look to membership without additional cost to them.
âAs an association, our responsibility is to our members,â said Steve Mazza. âThe Board is extremely pleased that we are able to provide our members with a much more exciting âgo-to-marketâ approach without having to ask them for additional funding.â Board member and President of Memoire Doug McDowell enthuses, âhaving seen the new booths, I can tell you that theyâre beautiful â the wood grain on the showcases, the larger graphics, the upgraded lighting - all that will really help our brands have a great show!â
Prestige reworked the floor plan for better traffic flow and introduced âneighborhoodsâ anchored by food and beverage areas to better balance the traffic flow.
Also new this year is the introduction of the Design Studio â a suite of custom booths built for smaller, newer brands looking for an entrĂ©e into the Prestige Retailers but who may not have the inventory and resources for a full Prestige booth. This allows Prestige to expand its community as well as increase its offerings to the retailers.
And of course, Prestige continues to offer its âwhite gloveâ service to attendees, with ample amenities available in the Pavilion as well as hosting their Friday Night Party and a special Prestige cabana at this yearâs Rock the Beach event.
To ensure as many retailers as possible experience this new space, Prestige worked closely with JCK show management and removed one of the walls that had previously defined the Prestige area. Through the use of carpet and graphics, the Prestige Pavilion is still clearly defined, but the overall affect will be an area that is much more approachable and accessible to the retailer community.