The World Gold Council (WGC) has launched an immersive gold experience at Phoenix Palladium in Lower Parel, Mumbai, as part of its efforts to engage younger consumers with gold through interactive formats.

The installation forms the centrepiece of the mall’s Diwali Gold District and will run for one month, from October 9 to November 9, 2026. It combines technology, gaming and storytelling to highlight gold’s cultural significance, value and relevance to younger audiences.

The experience features five activities. Gold Rush uses an interactive touchscreen to explain gold’s value over time and compare it with other asset classes. The Wedding Edit allows visitors to explore bridal and groom jewellery associated with different Indian regions through a selfie experience. Gold Vault uses a quiz-based format in which participants answer questions about gold to unlock a vault and win a prize.

Gold Origins presents the story of gold’s origins in a life-size comic-book format, while Scratch & Win combines gold-related facts with a reward-based activity.

Sachin Jain, Regional CEO, India, World Gold Council, said, “Gold and gold jewellery hold a unique place in India’s cultural fabric, symbolising prosperity, tradition and connections across generations. With this immersive experience, we want to spark curiosity and give younger consumers new reasons to engage with and discover gold. At the same time, these installations demonstrate how engaging, technology-led experiences can help jewellers create more contemporary conversations around gold with the next generation of consumers.”

The WGC has also developed these activities as adaptable consumer-engagement concepts that jewellers can use in their stores to encourage customer interaction beyond conventional product and price discussions.