Exploring the Enchanting Hues of Swarovski's Dazzling New Flagship Store

Swarovski's new flagship store in New York welcomes visitors into a world of colorful crystal with its glitzy interiors. The two-floor, 14,000-square-foot retail space, known as Swarovski on Fifth, pays tribute to the luxury brand's rich history while showcasing its collections of jewelry, home decor, and accessories. The store features vibrant color-blocked areas in bright pink, yellow, and green, with oversized gem-like octagons adorning both the exterior and interior. A grand pink staircase leads visitors through an installation highlighting the brand's 128-year history and its influence on haute couture and Hollywood.

In light of the current season, the store is showcasing a grand Christmas tree, adorned in a captivating ombré design with ornaments and beautifully crafted gift boxes in colors that elegantly complement the store's ambiance.

Swarovski has built strong connections with top fashion brands such as Chanel, Dior, Balenciaga, and Viktor & Rolf. The brand has played a significant role in creating iconic red carpet looks, such as Rihanna's stunning "naked dress" at the 2014 CFDA awards and Harry Styles' eye-catching harlequin jumpsuit at the recent Grammy Awards. Another memorable moment was Doja Cat's dramatic entrance at Schiaparelli's Couture Spring-Summer 2023 show in Paris, where she was adorned in red body paint and 30,000 Swarovski crystals.

A Swarovski temple

The company recently collaborated with Kim Kardashian on a new collection for her lingerie and shapewear brand Skims, which includes crystal-covered bodysuits, dresses, and underwear. The launch and flagship opening in November were celebrated by Kardashian, Gwyneth Paltrow, Billy Porter, and Ashley Graham.

Several new Swarovski flagships have recently opened or are in the works in Shanghai, Tokyo, Milan, and Seoul. However, the Fifth Avenue location in New York is the brand's most impressive yet, designed to "spark the imagination from the moment you enter the store," according to a press statement by Swarovski creative director Giovanna Engelbert. The grand staircase and the use of quilted velvet and silk throughout the store are all intended to give customers the sensation of being inside a luxurious jewelry box. "My goal was to create a modern, joyful, sophisticated, and futuristic design that reflects the light, energy, and colors of New York," she added.

Fittingly, the flagship will also contain a trove of treasures, according to Swarovski, including the largest crystal chaton ever cut. On the second floor, an all-white boutique offers Swarovski Created Diamonds - its lab-grown diamond collectionas well as a lounge featuring its crystal-embellished porcelain tableware, a partnership with fine china brand Rosenthal.

One display space on the store's second floor features a wall of crystal swans, a nod to the animal in Swarovski's classic logo.

Swarovski

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Octagonal display cases, in various sizes, feature throughout the store, showcasing the breadth of Swarovski's product lines.

Alex Rees/CNN

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Alex Rees/CNN

According to Swarovski CEO Alexis Nasard, the new flagships are the company's "brand temples." In a video call with CNN, Nasard, who took on the role as the first person outside of the Swarovski family to lead the Austrian company last year, explained the importance of displaying the brand in a way that goes beyond mere transactions. He emphasized the desire for customers to experience the brand's values, history, brand equity, collaborations, collections, and customer service when they visit the stores.

Nasard emphasized that the new store represents Swarovski's unique interpretation of luxury.