First Look: Swarovski unveils jewelbox of a store in New York

Swarovski, the world’s largest crystal manufacturer, is expanding its dazzling new store concept.

The jewelry brand’s fourth “Instant Wonder” location, in the SoHo section of Manhattan, celebrates crystal in all its forms. The store design, inspired by Swarovski creative director Giovanna Engelbert and made real by Paris-based events agency Villa Eugenie, is described as an ode to Alice Wonderland and Willy Wonka all wrapped into one.

With its pink and green hues, the interior is a veritable candyland of crystal confections. Plush walls are lined from floor to ceiling in a repeat of the signature octagonal boxes, creating a monochromatic motif of the crystals held within.

The merchandise assortment covers the full breadth of Swarovski crystal pieces, including loose components, jewelry, watches, figurines and accessories. Instead of traditional jewelry stands, the pieces are displayed on a series of metallic-cast busts. Each character has been created using 3D technology and is depicted in poses that represent “joyful uninhibited play,” the company said. 

The new store features both live and digital components — including virtual tours, previews of collection pieces and lifestyle content — that invite visitors to immerse themselves. 

“Swarovski is a company rooted in innovation and reinvention,” said CEO Robert, Buchbauer. “For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.” 

Swarovski plans to open an additional 24 Instant Wonder stores in North America, Europe and APAC.

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