The revamped Swarovski will besides introduce new brick-and-mortar concept stores to bring to animation the Swarovski Wonderlab. With 28 clamant Wonder stores to be unveiled in key global markets, adenine well as in two modern locations in Paris and New York .
At the kernel of the rebrand is a refresh of Swarovski ’ randomness signature roll logo, which Engelbert explains has been reimagined through the filter of the Wonderlab, her complex number crystal world .
Engelbert, explained in a statement : “ The Wonderlab is where skill and charming meet, where extra and elegance collide, it is a feel of wonder that everyone should experience as we invite them into our new global at Swarovski. ”
To enter this new universe, the Swarovski Swan has been turned to face the customer, to signify the post ’ s new management “ mind on, poised to take flight ”. The swan has been given a streamline form, with an elongate neck and placed in a “ candylike octagon envelop, ” which Swarovski explains is “ a nod to a faceted crystal, evoking the matchless craft of Swarovski ’ s master cutters ” .
The new streamlined design it adds has been crafted to “ reinforce the mark ’ s ever-forward momentum ” .
The affirm has been a long-standing beacon of the brand ’ s self-expression, added Swarovski, and symbolically, the swan represents the smasher of nature and ageless love, a sentiment it notes is mirrored by its love of crystal .
By adapting its emblem, Swarovski states that it is reinforcing its “ pride for inheritance adenine well as its vision for the future ” .
Swarovski’s creative director Giovanna Engelbert unveils new brand vision and Instant Wonder store concept
Swarovski chief executive policeman, Robert Buchbauer, said in a affirmation : “ Swarovski is a company rooted in invention and reinvention. For 126 years, we have stayed truthful to our DNA as a brand while rising to meet the needs of an evolve global. We look forward to unveiling this new chapter in our history ; one that will mark us as a genuine crystal life style for the future. ”
Read more : What Is a Mute Swan?
Alongside the redesign logo, Swarovski will be unveiling what it calls “ Instant Wonder ” stores in samara ball-shaped markets that will be a “ feed for the senses ”. The first redesign will open today, February 23 in Milan, followed by a far 27 across North America, Europe and APAC, including new locations in Paris and New York. With details on Instant Wonder stores coming to the UK to be announced in the come months, added the sword .
The stores have been designed to reflect the sword ’ sulfur upcoming campaign and new ocular identity, and will introduce shoppers to a “ sensory retail space ” enhanced by vibrant colours and textures, metallic sculptures, and advanced materials that Swarovski states “ study together to encourage exploration and self-expression ” .
Swarovski ’ south Instant Wonder stores aim to provide an immersive, mesmerising experience in the world of jewelry that leaves a survive, inspiring impression with a “ candy-like dreamscape filled with the wax spectrum of crystal life style pieces ” including loose components, jewelry, watches, figurines and accessories, and furnished with a backdrop of Swarovski ’ s octangular logo silhouette, created from the newfangled packaging .
Alongside openings in blue-ribbon cities, the Instant Wonder stores will be supported by both live and digital activations, designed in partnership with Paris-based Villa Eugenie to create “ an affectional stir of charming for customers ”. These activations will include virtual tours, pilfer previews of collection pieces and life style content to further steep and engage customers .
The new-look Swarovski is the vision of creative director, Giovanna Engelbert, who was appointed in May 2020, tasked with overseeing the “ full creative steering ” of the company, including crystals, jewelry, couturier collaborations, sunglasses, lighting, stemware, chandeliers, perfume, makeup, and even long-range binoculars .
At the clock of her appointment, Swarovski said that it was to ensure “ one common vision, one scheme and one organization ”. Since then the company has been in a meter of conversion, cutting 6,000 jobs and stressing a focus on making Swarovski ’ randomness crystals more exclusive with a higher-end life style proposition .
Images : courtesy of Swarovski ; store images by Alessandro Saletta – DSL Studio
I am broadly interested in how human activities influence the ability of wildlife to persist in the modified environments that we create.
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