Austrian jewellery retailer Swarovski launched the first of its redesigned stores in Australia over the weekend, bringing its new ‘Instant Wonder’ store design to Westfield Bondi Junction.
The new store design is part of the business’ new brand identity, which seeks to ‘celebrate crystal in all its forms’, and is one of only 28 such stores in the world: having previously launched key markets such as Milan, Paris and New York.
“Each store is represented by one of five colours – white, pink, green, blue and yellow – that are, in turn, inspired by the prismatic result of light shining through crystal,” the business said.
“From every vantage point, Swarovski’s ambition is to create an immersive entry into its world of wonder, leaving a lasting and inspired impression for all.”
The store’s walls are lined with small octagonal boxes which hold the brand’s products, replacing traditional jewellery display stands and creating a repeating motif that Swarovski hopes will encourage its customers to explore its product ranges.
The new identity was created by Swarovski’s creative director Giovanna Englbert, and was designed in collaboration with Paris-based Villa Eugenie.
“For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world,” said Robert Buchbauer, CEO at Swarovski.
“We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”