After overseeing the creative direction of Swarovski's B2B division, Giovanna Battaglia Engelbert has undertaken a bigger role since last May.
The Italian beauty was announced global creative director of Swarovski, which celebrated its 125th anniversary in 2020.
Her vision for the long-established brand has materialised under the Wonderlab concept, which has given its stores a stunning makeover and the emblematic swan a streamlined silhouette, poised to take flight.
"The Wonderlab is an idea, it is an imagined place that embodies everything Swarovski stands for and that will continue to inspire us for years to come," said Engelbert. "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."
The Swarovski Swan with a streamlined silhouette, poised to take flight.
Founded in 1895, the Austrian company designs, manufactures and sells crystals, genuine gemstones, Swarovski Created Diamonds and zirconia, as well as finished products such as jewellery, accessories, crystal objects and home accessories.
The new era is marked by the unveiling of the first Instant Wonder store in Milan -- Engelbert's home town -- on Feb 23. Further openings of 27 stores under this theme will follow across North America, Europe and the Asian Pacific region.
While displaying a full spectrum of sparkling products, they are designed as a sensorial retail space enhanced by vibrant colours and textures, metallic sculptures and innovative materials that work together to encourage exploration and self-expression.
The interior design features a backdrop inspired by the new octagonal packaging. Representing rebirth, the octagon is an immediate nod to a faceted crystal, evoking the unrivalled craftsmanship of Swarovski's master cutters.
Swarovski's creative director Giovanna Battaglia Engelbert.
Designed in partnership with Paris-based Villa Eugenie, the Instant Wonder stores aim to create an emotive stirring of magic for customers. The openings will be supported by both live and digital activations, including virtual tours, sneak previews of new collections and lifestyle content to further immerse and engage customers.
First products designed by Engelbert will be showcased in the spring/summer 2021 collection, which will be launched next month.
