Mia by Tanishq promotes new designs with mall installation in Mumbai

Tata Group fine jewellery brand Mia by Tanishq launched a dedicated installation in Navi Mumbai at Nexus Seawoods Mall to engage shoppers and showcase its new ‘Fiora’ collection ahead of the festival of Akshaya Tritiya. 

“With this activation, Mia by Tanishq blends innovation and emotion to elevate how jewellery is experienced, celebrated, and remembered- one bloom at a time,” announced Mia by Tanishq in a press release. The outdoor and indoor installation was designed to showcase the beauty of spring and the symbolism of new beginnings. Using AI, Mia by Tanishq made flowers ‘come to life’ as shoppers browse the mall. 

Outside the mall, larger than life flower sculptures featured lamps that light up when visitors pass by and the brand placed digital screens throughout the shopping centre to showcase the collection, along with LED screens, wall branding, wall art, finishing booths, and digital pods designed to create an immersive experience.  

“This interactive experience is not just an innovation in outdoor storytelling, but also a poetic extension of the Fiora narrative: every woman, like a flower, is unique and radiant, and her presence can light up the world around her,” announced the label. Mia by Tanishq also launched a number of promotional offers including up to 90% off diamond jewellery making charges and a flat 10% off silver jewellery as part of the initiative. 

Akshaya Tritiya falls on April 30 this year and is a traditionally auspicious time to purchase gold jewellery. Many of India’s fine jewellery labels launch exclusive collections and promotions ahead of the festival to tap into festive demand and boost sales.