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 under the helm of Creative Director, Giovanna Engelbert, with a universe that invites customers 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,” said Robert Buchbauer, CEO.
A long-standing beacon of the brand’s own self-expression, the Swarovski Swan is reimagined through the filter of the Wonderlab, Engelbert’s imaginary crystal world. In her own words, “The Wonderlab is where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”
As part of this world, the Swarovski Swan turns to face the brand’s new direction head on, poised to take flight. Evolving from its most recent iteration, it takes on a streamlined form–with an elongated neck and positioning crafted to reinforce the brand’s ever-forward momentum.
Symbolically, the Swan represents the beauty of nature and eternal love, a sentiment mirrored by Swarovski’s love of crystal. In adapting while staying true to its iconic emblem, Swarovski reinforces its pride for heritage as well as its vision for the future.
The finishing touch of Swarovski’s new brand icon comes in the form of a candylike octagon wrapping. Representing rebirth, the octagon is an immediate nod to a faceted crystal, evoking the unrivalled craftsmanship of Swarovski’s master cutters.
The Swarovski Wonderlab comes alive with the unveiling of 28 Instant Wonder stores in key global markets. Beginning with Milan’s Galleria on 23rd February 2021, a further 27 store openings will follow across North America, Europe and APAC—including new locations in Paris and New York.
Designed to reflect the brand’s upcoming campaign and new visual identity, guests will be welcomed into a sensorial retail space enhanced by vibrant colours and textures, metallic sculptures, and innovative materials that work together to encourage exploration and self-expression.
Swarovski’s Instant Wonder stores realise joyful wonder, a candy- like dreamscape filled with the full spectrum of crystal lifestyle pieces—loose components, jewellery, watches, figurines and accessories— and furnished with a captivating backdrop of Swarovski’s octagonal logo silhouette, created from the new packaging.
Alongside openings in select cities, Swarovski’s Instant Wonder store unveilings will be supported by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content to further immerse and engage customers. Designed in partnership with Paris-based Villa Eugenie, these stores will create an emotive stirring of magic for customers. Local amplifications in all markets will further enhance the experience worldwide.
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All launch activity will be underpinned by a complete repositioning in tone, look and feel—a whole new world of Swarovski is coming to the fore. Under Engelbert’s stewardship, Swarovski will provide an immersive, mesmerizing experience in the world of jewellery that leaves a lasting, inspiring impression for all. Instant Wonder stores in Hong Kong will be unveiled in April, 2021