Austrian jewellery retailer Swarovski has introduced its new brand identity and store concept, “a bold vision that celebrates crystal in all its forms”.

The new Swarovski logo illustrates the Swarovski Swan turns to face the brand’s new direction “head on, poised to take flight”. It was designed with a streamlined form, with an elongated neck and positioning used to “reinforce the brand’s ever-forward momentum”.

The icon is framed with a “candylike octagon wrapping”, representing rebirth.

Swarovski’s new identity was created under the helm of creative director Giovanna Englbert. The concept, Swarovski Wonderlab, is described as a “joyful universe that invites you to ignite your dreams”.

“The Wonderlab is where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski,” said Englbert.

“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.”

The revamped Swarovski will see the launch of 28 Instant Wonder stores in key global markets.

Designed in partnership with Paris-based Villa Eugenie, Swarovski’s new store concept, which is described as “a sensorial retail space”, will feature vibrant colours and textures, metallic sculptures, and innovative materials.

“Swarovski’s Instant Wonder stores realise joyful wonder, a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces,” the company said.

Besides being launched at selected physical outlets, Swarovski’s Instant Wonder will also be promoted by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content.

The Instant Wonder store opening in Australia will be unveiled later this year.