The creation of an additional level of Brand Expression in-store to communicate in greater depth the detail, expertise, artistry and craftsmanship of De Beers Diamond Jewellery. Introducing digital technology to provide a dynamic aspect to the store, allowing cross-over with the brand's social media campaigns. The 'Grids' take their inspiration from De Beers iconic architectural signature Etched Glass.

The 'Grids' also appeared within the counters, again to communicate in greater depth and detail about the jewellery collections.