DUBAI, United Arab Emirates - Monday, October 17th 2011 [ME NewsWire]
A COMPLETE MAKEOVER FOR SWAROVSKI BOUTIQUES
For ten years our unique retail architecture has remained highly visible through more than 1’700 Swarovski boutiques and concessions in all major fashion capitals around the world. Swarovski pursues its development as a ‘Modern Lux’ unique without being exclusive brand by creating a fresh showcase to highlight its own branded collections of crystal jewellery, fashion accessories, and home decor objects.
As Robert Buchbauer, member of the Swarovski family and member of the Executive Board, comments: ‘Swarovski is committed to presenting the sparkling world of crystal to our consumers in a way that
exceeds their expectations.”
AN EXCLUSIVE RETAIL DESIGN: A ‘Crystal Forest’
Swarovski joined forces with the FAMOUS DESIGNER TOKUJIN YOSHIOKA who gave the creative inspiration for this enchanting retail architecture. The concept embraces a ‘Crystal Forest’ theme, highlighting the infinite possibilities of crystal and illustrates the company’s deep affinity with nature.
Outside the boutique, the concept interprets the ‘Crystal Forest’ using a myriad of stainless steel prisms. This sparkling facade takes on the lights and reflections from the street. The unfolding metal facets intrigue with their infinite depths and rich abundance.
Fascinating windows are designed to create a connection with passers-by. Adding vibrant touches of colour, a seasonal visual conveys a strong fashion message and highlights trends and must-have products. Light and floating window boxes create eye-catching scenes starring Swarovski jewels and decorative objects.
Inside the boutique, surface turns substance as the ‘Crystal Forest’ comes to life - all walls are textured with reflective white relief prisms of various lengths.
These faceted, multi-layered elements create visual depth and exude an internal rhythm that follows the rules and rituals of nature.
The interior instantly embraces consumers with a crystalline feeling they will find in all newly fitted Swarovski boutiques. The atmosphere conveys a refined and poetic universe with recurring signature elements such as an impressive Crystal Swan behind the cash desk and Crystal Strand panels at the entrance.
To complete this elegant interior, an exclusive lacquer developed for Swarovski adds a glowing sparkle to furniture, whereas the mirror finish is in stainless steel. Completing these striking elements, a modern art installation hangs from the ceiling embodying Swarovski’s creativity and sense of innovation.
Lighting is a key feature of the new architecture. The ambient lighting creates a soft atmosphere within the boutique. In a captivating play of light and shade, the gleam from the LED illumination in the showcases hits figurines and jewellery from multiple / limitless angles causing the forest to be bathed in the infinite-light of crystal.
’Crystal Forest’ is a multi-sensory experience which gives visitors the chance to immerse themselves in the seductive brilliance and infinite depth of crystal. ‘Swarovski boutiques are unique magical places and the new retail architecture will ultimately make the brand a tangible crystal experience focused on pleasing the senses’, concludes Robert Buchbauer.
In its constant quest for innovation, modernity and perfection, the new store design embodies two concepts very dear to Swarovski: Modern Lux and the Poetry of Precision.
Swarovski store openings:
Jeddah Mall – Jeddah 09-07-2011
Panorama mall – Riyadh 02-08-2011
Kingdom mall – Riyadh 29-07-2011
Contacts
Dana Tahir
dana.tahir@eurorscgme.com
+971 4 455 6122
Marie-capucine Akilian
marie.akilian@eurorscgme.com
+971 4 455 6126
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