IN LINE WITH ITS CURRENT BRAND-REBOOT PROJECT, SWAROVSKI HAS DESIGNED NEW COLORFUL AND CAPTIVATING STORES IN PARTNERSHIP WITH VILLA EUGÉNIE. THE VERY FIRST ONE WAS INAUGURATED IN MILAN LAST MONTH AND WAS FOLLOWED BY THE ONE ON THE CHAMPS ELYSÉES, IN PARIS. THIS EXTRAVAGANT CONCEPT WILL BE INTRODUCED IN 26 OTHER LOCATIONS ALL AROUND THE WORLD WITHIN THE NEXT FEW WEEKS.
A CANDY STORE À LA SWAROVSKI
Located on the world’s most famous avenue and spanning two floors, the new Swarovski store seems to come straight out of a fairy tale. Inside, you will find pieces from the new collection installed directly on the walls, composed of geometric jewelry and contrasting colors. We must say that the store is a true sensory experience : the textures, materials, colors and appearance arouse the curiosity of all people, no matter their age. Among the many decorations on the walls, you will find Master Yoda, or even Darth Vader. With its green, pink and yellow tones, the store invites each visitor to live a unique experience in a space that, according to the brand’s creative director, Giovanna Engelbert, brings to mind a Willy Wonka-style candy store.
A NECESSARY RENEWAL
Founded in 1895 by Daniel Swarovski, Swarovski has become the world’s leading brand in cut crystal jewelry and accessories over the years. This multi-billion euro company has over 3,000 stores and a worldwide impact. Until recently, the brand was managed as several independent divisions, however, the year 2020 brought with it a major need for change. The Covid crisis caused sales to drop by 30%, and the brand had to shut down some production plants and dismiss over 6,000 people worldwide. The entire company structure and brand positioning then had to be rethought.
This new collection, and therefore these new stores, symbolize a new beginning for the world’s leading crystal supplier. There is now a need for authenticity, for total immersion on the part of the customer, in line with this big revival.
If you are looking for an artistic and colorful experience in the city of love, you might want to visit the Instant Wonder store and witness the wonder with your own eyes.
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