With a history rich in innovative designs and expert cutting, Swarovski produces the world’s highest quality crystal, gemstones, and Swarovski Created Diamonds and zirconia pieces. Founded in 1895, the Austrian-born Wonderlab that is Swarovski perfectly showcases what occurs when science and magic meet. The expertly crafted pieces have forever stayed true to the company’s core values while continuing to adapt and shape to our ever-changing world. While under the leadership of Giovanna Engelbert, Swarovski’s first-ever global creative director, the company has unveiled a revamped brand identity. Alongside the new design comes the exciting reveal of 28 new Instant Wonder retail stores in select cities around the globe.
The Swan Takes Flight
Swarovski’s most visible shift to the brand has been the change to their distinguished swan emblem. The swan has been redesigned to face the viewer, symbolizing the brand’s focus on the future and forward momentum. It has been given an elongated neck, making for a more streamlined design, and placed in a “candylike” octagonal frame. This is an ode to the incomparable crystal-cutting abilities of Swarovski’s master cutters. In reinventing their easily-discernable logo Swarovski “reinforces its pride for heritage as well as its vision for the future”.
Instant Wonder Swarovski Stores
The unveiling of 28 new Swarovski retail stores in key global markets comes with the promise of being a “feast for the senses”. The stores will use vibrant colours, textures and metallic sculptures that will “work together to encourage exploration and self-expression” Swarovski states. The new Instant Wonder stores intend to an be immersive, joyful experience, “a candy-like dreamscape”. Set to the backdrop of the new octagonal logo will be a vast array of crystal lifestyle pieces such as jewelry, watches, figurines and accessories. Sneak previews of collections and virtual tours will be among these new activations.
Swarovski sets to prove that keeping up with the evolving world is critical in maintaining excellence. Robert Buchbauer, Swarovski CEO, states “We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”