Tangled up in blue

With cool colours and its iconic swan, Swarovski invites customers to find that 'diamond for everyone'

The inviting blue retail landscape at the Swarovski store on Siam Paragon's 1st floor. (Photos courtesy of Swarovski Thailand)

The Swarovski store in Milan is ablaze in vibrant yellow and the one in Paris in delectable pink. The new retail landscape at the store in Siam Paragon is just as inviting in cool shades of blue.

Last year, Swarovski began transforming its stores around the world under a new concept, envisioned by Giovanna Battaglia Engelbert who was appointed global creative director in May 2020.

"Our new retail landscape is an incredible ode to creativity, and the result of Swarovski's strong new vision, a realm where science and magic meet. Playful, aware and always boldly chic, our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living," said Engelbert.

Her association with Swarovski began in 2016, and today the Italian creative director oversees various aspects, from brand image and campaigns to products and stores.

The octagonal logo echoes throughout the interior design of the 107.9m² store on Siam Paragon's 1st floor.

Welcoming customers into the retail space, the emblematic Swarovski Swan with an elongated neck is elegantly positioned within an octagonal silhouette.

Octagons are a nod to a faceted crystal.

Myriad octagons on the walls form a geometric pattern while functioning as eye-catching product displays.

On an octagonal table, pieces from the latest collection are presented on octagonal velvet jewellery trays in blue, green, pink and yellow.

Likewise in candy colours, the new gross-grain silk and velvet packaging are in the same shape. The octagonal boxes are stacked for a colour-blocked display on the wall of the Swarovski store, which immerses customers in the brand's new visual identity.

Representing rebirth, the octagon is an immediate nod to a faceted crystal, reflecting on the craftsmanship of Swarovski's master cutters.

Daniel Swarovski invented an electric cutting machine that spurred a new era for crystal. His vision was to create "a diamond for everyone" and in 1895, he converted a loden factory into a crystal production plant, located in Wattens in the heart of the Austrian Alps.

Octagonal velvet jewellery trays in candy colours display pieces from the latest collection.

Today the company designs, manufactures and sells high-quality crystal, gemstones, Swarovski Created Diamonds and zirconia, jewellery and accessories, as well as crystal objects and home accessories. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group.

The largest business remains in Wattens, where a new state-of-the-art Swarovski Manufaktur takes its 21st century crystal-making to the next level with new cuts, colours, coating processes and other innovations.

The new brand identity and retail concept mark a new chapter in the history of the 127-year-old Austrian brand to meet the needs of an evolving world.


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