Swarovski opened its first new Asian flagship store in HK plaza, Shanghai on 22nd December. Following the launch of the brand’s new Instant Wonder boutiques in 27 locations around the world in 2021, this multi-sensory space transports Chinese customers into the world of Swarovski.
“Throughout the journey of our transformation, we have been working towards a moment like this : the moment where guests can not only explore Swarovski products, but immerse themselves in our point of view, our personality, and the experience of intimately understanding the sense of joy and innovation from which each item is created. This is a sensory journey and one we are proud to root in the Shanghai market,” said Michele Molon, CEO.
As one of Swarovski’s most important markets, China is a strategic place to open the brand’s first new flagship store in Asia. In choosing Shanghai, Swarovski strengthens the ties between the Austrian-born company and China that were forged three decades ago, while also reinvigorating its commitment to China as a whole.
Designed as the jewelry store of the future, the new flagship store is rooted in an interpretation of the brand’s codes, colours, and its heritage. It boasts a metallic pink “Wonder Room” with a rotating central display and custom-designed Swarovski swan-shaped chairs as well as a silver “Lab” where visitors can experience the innovations Swarovski is able to create with robotic arms. The stairwell leads to the “Dream Room”, a futuristic boudoir.
Speaking of the opening, Creative Director Giovanna Engelbert said: “I am incredibly excited to unveil this beautiful space, inspired by the forward-moving landscape of China and her people. It’s the biggest, most ambitious store we’ve made, centimeter by centimeter thought through and brought into reality – it’s mind blowing and connects with everything else we’ve done till now.”