“It's fantastic that Pilgrim, which is a highly appreciated store among our visitors, chooses to test launch its new store concept at Bryggen. Their store upgrade also helps to create something new that strengthens the overall shopping experience, which is positive for the entire Bryggen”, says Claus Brændgaard, Shopping Center Manager.

Since 2008, Pilgrim has been a valued retailer at Bryggen, playing a key role in the shopping center’s vibrant retail landscape. Now, Pilgrim is taking a significant step forward with a comprehensive store upgrade designed to create a more contemporary, forward-looking, inclusive, and inspiring shopping experience. The upgrade provides an opportunity to test how the new store design and customer experience perform in practice, starting with the store in Bryggen.

“The decision to upgrade stems from our ambition to strengthen the brand’s visual identity, enhance the customer experience, and establish a vibrant community hub that fosters new customer engagement. The upgrade also prepares us for a broader implementation of the new concept in 2025-2026, allowing us to test and optimize new features while refining the aesthetic expression of our store concept”, says Katrine Seiffert Tiemroth, Brand Director at Pilgrim.

With this upgrade, Pilgrim aims to deliver an inspiring and exclusive shopping experience, establish a concept that will serve as the foundation for future store openings, attract new customers, and strengthen brand loyalty. The transformation marks the beginning of an exciting new chapter for Pilgrim at Bryggen, setting the stage for continued growth and innovation in the retail landscape.

Pilgrim introduces a modern and exclusive design concept, crafted in collaboration with the renowned design studio Spacon & X and Pilgrim’s in-house creative team. Together with &elements ApS, they have developed prototypes that reflect Pilgrim’s design DNA, heritage, and commitment to sustainability. Key design features include the use of brushed aluminum, organic wood, and sculptural podiums, creating a refined aesthetic that frames Pilgrim’s jewelry and product designs with precision.

foto credit @pilgrimjewellery