Swarovski’s newly opened flagship store, which spans 1,300 square meters across two floors, in New York celebrates the beauty of crystal. The store stands out with two giant gems framing the entrance and myriad octagons adorning the walls.
A grand pink octagon-shaped staircase leads customers to the upper floor, where a white boutique space dedicated to Swarovski-created diamonds awaits them. The first floor cannot be missed with its lounge area. Here customers can enjoy refreshments in Swarovski’s signature Rosenthal China. In this space, customers can personalize and customize their purchases.
Giovanna Engelbert, Swarovski’s creative director, said the Fifth Avenue location in New York is the brand’s grandest yet. It’s meant to ignite the imagination from the moment the customer steps into the store. “From the grand staircase to the use of quilted velvet and silk throughout the store, all details are intended to provide customers the feeling of being inside a luxurious jewelry box. My vision was to produce a modern, joyful, elevated, and futuristic design, which mirrors the light, energy, and colors of New York.”
Alexis Nasard, Swarovski CEO, said the new flagships are the company’s brand temples. “We felt it was really important that we display the brand in a way that transcends commerciality, that people do not just come to the store to transact. We want them to experience the whole values that the brand represents, in terms of its history, in terms of its brand equity, in terms of its collaboration, in terms of its collections, and most importantly, of its customer service.”
Nasard added that Swarovski luxury is not the traditional luxury. “Our luxury is about offering consumers joy, self-expression, self-indulgence, and the ability to be beautiful on your terms.”
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