For over a year, Swarovski has been on a spellbinding journey with the reimagining of the brand and their retail stores. Commencing with the rollout of 27 Instant Wonder stores around the globe in 2021, the magical transformation has evolved into the culmination of an exciting new retail concept, with the first Australian store to be unveiled on Melbourne Collins Street this month.
“Our New Retail Landscape is an incredible ode to the creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet. Playful, aware, and always boldly chic our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living,” says Giovanna Engelbert, Creative Director at Swarovski.
WELCOME TO A NEW RETAIL LANDSCAPE
Designed to ignite imaginations, each entrancing store pays homage to the shimmering beauty of crystal, reflecting the uniquely captivating charm of the city itself. Mesmerising metallic finishes and fluted glass combine with chrome and silk touches throughout.
To reflect the brand’s new visual identity, overseen by the beloved Swarovski Swan, guests will be welcomed into a sensorial retail space to discover an array of tempting and tantalising crystal treasures.
Encouraging exploration and self-expression, different areas in the stores are colour-blocked in Swarovski’s signature new brand hues. With myriad octagons adorning the walls in a breathtaking display of product and pattern, the entire concept is a tribute to the wonder of crystal itself.
Packages wrapped up with signature gross-grain silks and velvets for the final flourish add to the entire spellbinding experience.
Its sumptuous New Retail Landscape beckons you in an absolute feast for the senses, promising a world filled with magic and special moments.
STEP INTO BRILLIANCE AT MELBOURNE COLLINS STREET
Located in the heart of Melbourne’s premier luxury destination, the Collins Street store will be 125sqm and themed in the new Swarovski blue. The colour represents water as a life force, an integral element in the production of crystal and the inspiration behind Waterschool, Swarovski’s global water education program. Emotionally blue evokes a sense of calm, tranquility and power−qualities that are embodied within the store concept and customer experience.
ABOUT SWAROVSKI
Swarovski is a place where magic and science meet.
Swarovski unifies all parts of its organisation under one spellbinding idea and brings forward a wondrous new world of crystal craftsmanship. Founded in 1895 in Austria, the company designs, manufactures and sells the world’s highest quality crystal, gemstones, Swarovski Created Diamonds and zirconia, jewellery, and accessories, as well as crystal objects and home accessories. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group.
A responsible relationship with people and the planet has always been an integral part of Swarovski’s heritage. This manifests today in the company’s well-established sustainability agenda with youth-focused education programs and foundations to promote human empowerment and conserve natural resources to achieve positive social impact.