Fashion Swarovski

Science and Magic Collide at the New Swarovski

[Luxury Fashion]

With a rich history in innovation and crystal cutting, Swarovski charges ahead with its next chapter—a bold vision that celebrates crystal in all its forms. Regarded as fundamental in the worlds of design, science, fashion and entertainment and as an innovator, the new Swarovski debuts with a joyful universe that invites fans to ‘ignite your dreams’.

“Swarovski is a company rooted in innovation and reinvention. For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”

Robert Buchbauer, CEO, Swarovski

The Swarovski Wonderlab comes alive with the unveiling of 28 Instant Wonder stores in key global markets. What began with Milan’s Galleria store opening in February, has led to a much-anticipated Parisian debut along the Avenue des Champs-Élysées. A further 26 store openings are poised to follow across North America, Europe and APAC—including a new location in New York City.

The vision of Swarovski Creative Director Giovanna Engelbert supported by premier Paris-based events agency, Villa Eugenie, the Instant Wonder store concept welcomes guests into a sensorial space enhanced by vibrant brand colors, textures and innovative materials that work together to encourage exploration and self-expression. These stores are a realized incarnation of wide-eyed wonder, a candy-like dreamscape filled with the full spectrum of Swarovski crystals pieces —loose components, jewelry, watches, figurines and accessories.

In addition, a series of metallic-cast busts replaces traditional jewelry display stands, instead experimenting with form, scale, and representation to turn everyday situations in opportunities for self-expression. Each character, named and scanned from life, has been created using innovative 3D technology in poses representing moments of joyful play.

Swarovski has undergone a complete repositioning in tone, look and feel—with every detail designed to tease a sense of wonder out of those interacting with the brand. This immersive approach has led to a full reimagining of Swarovski packaging, which is now a tangible representation of the brand’s new icon, adding a luxurious and tactile element into the customer experience.

Though one facet of many in the brand’s relaunch, the covetable new boxes play a key role in bringing Instant Wonder stores to life. Each store is represented by one of five colors – white, pink, green, blue, and yellow – and inspired by the prismatic result of light shining through crystal. Walls are lined from floor to ceiling in the octagonal boxes themselves, used in a repeating pattern motif, inviting customers to embark upon a voyage of discovery and delight.

From every viewpoint, Swarovski’s ambition is to create an immersive entry into the new Swarovski world of wonder, leaving a lasting and inspired impression for all.

Photo credits: Swarovski

About Tim Chew

Managing Editor and Founder of MHB Digital - More than 15 years of media, marketing, and management experience with various media owners and publishers.

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