European luxury jeweller Swarovski has bowed it first-ever flagship store South Korea this December, selecting the nation’s capital Seoul to make the debut.
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Located in Seoul’s Dosan Park, the new Swarovski store spans 488 square metres over four floors, with each floor illuminated in Swarovski’s brand colours of blue, yellow, and pink. Outside, a monumental swan logo sits boldly on the façade.
Inside, the Austrian heritage brand invites Korean customers to witness the elegance and know-how of its classic collections, in addition to the Galaxy Collection, a new collection of fine jewelry made with Swarovski Created Diamonds, which will also be exhibited for the first time in Korea.
Similarly to mined diamonds, laboratory-grown diamonds in the Galaxy Collection are rated and certified by IGI based on color, clarity, cut and carat weight. The collection is created with 100 percent renewable energy and recycled gold.
“We’re excited to unveil the latest Swarovski masterpiece, our new flagship at Dosan Park in Seoul opens its doors to the world this December. Its stunning dual-aspect façade illuminates each floor with a signature Swarovski colour to welcome you into a host of unique experiences,” said the high-end jeweller in a statement.
Alongside the collections, the Swarovski Dosan Park boutique also boasts a café, boosting its appeal to aspirational luxury shoppers.
“Treat yourself in the Café Swarovski with all its delectable delicacies, discover iconic jewelry and figurine collections, or immerse yourself in our outdoor space,” the jeweller added.
Swarovski celebrated the unveiling of Swarovski Dosan Park with a launch party on November 29, attended by celebrities, known locals and media.
In the last two months, Seoul has attracted several luxury brands to its districts, in particular, major fashion players popping up activations and permanent stores within the Korean capital to increase brand awareness and connection to their customers the city.
In October, British luxury brand Burberry opened its ‘Burberry Streets’ initiative in Seoul, before French luxury brand Jacquemus took its Cafe Fleurs pop-up concept to the Asian city in November after a successful stint in Paris this year.
Most recently, French luxury label Lemaire opened its first flagship store in Seoul, in the city’s Hannam district, serving as the Parisian firm’s first international outpost.