It’s the dawn of a new era at Swarovski as it debuts an entirely revamped brand identity that bridges the past and the future. Coined by creative director Giovanna Engelbert, the Swarovski Wonderlab is described as a place where science and magic meet, and extra and elegance collide.
“It is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski,” says Engelbert, whose vision of the concept is inspired by her own imaginary crystal world, in a statement.
Charging ahead with the fresh viewpoint, Swarovski has opened the doors to its first Instant Wonder store in Milan’s Galleria. The retail space designed in partnership with Villa Eugenie boasts a decor that reflects the brand’s upcoming campaign and novel visual vocabulary.
Here, vibrant colours and textures, metallic sculptures, and innovative materials are brought into play and juxtaposed against a full spectrum of crystal lifestyle pieces—loose components, jewellery, watches, figurines and accessories—signalling an even brighter tomorrow for the brand.
The store also features a reimagined Swarovski Swan. The brand’s iconic beacon of self-expression now takes on a more streamlined form with an elongated neck and is nestled within a candy-like octagon wrapping that pays tribute to a faceted crystal.
Similar design details are slated to embellish 27 more boutiques in select cities including Paris and New York. The Instant Wonder store unveilings will be supported by both live and digital activations counting virtual tours and sneak previews of collection pieces.