After 126 years since it launched in Austria, crystal giant Swarovski underwent a major global transformation this year, which saw the unveiling of 28 Instant Wonder stores in 28 stores around the globe, from Milan and Paris to New York and Sydney. Inside the Bondi flagship store in Sydney. The brand’s former signature royal blue colour palette and jewellery stands were replaced with a candy-like “dreamscape”, filled with walls of jewel-coloured boxes, holding a spectrum of accessori
essories, jewellery, watches and other pieces. The new identity was created by Swarovski’s creative director Giovanna Englbert, and designed in collaboration with Paris-based Villa Eugenie.
Glamorous busts line the walls.
“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,” Swarovski said in a statement. “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 Zurich store opened a month ago. Image: Swarovski
The Swarovski store in Milan. Image: Swarovski
