By Jill Sayles in Asia/Pacific, Jewellery & Watches, Latest News, Product Focus, Retail News December 5, 2022 0

The brand has been reimagining its retail sspaces, starting with the rollout of 27 of the concept stores worldwide

Swarovski has announced the opening of its first ‘Instant Wonder’ concept store with CDFG at CDF in Haikou International Duty Free Shopping Complex.

For more than a year, the brand has been reimagining its retail spaces, starting with the rollout of 27 Instant Wonder stores worldwide, and the opening of the first new stores in key corners of the world in 2021, with more to follow in 2022.

To reflect the brand’s new visual identity, including the Swarovski Swan, guests will be welcomed into a sensorial retail space to discover the crystal pieces.

Encouraging exploration and self-expression, different areas in the boutiques are colour-blocked in Swarovski’s signature new brand hues. Packages are wrapped with signature gross-grain silks and velvets.

Each store is represented by a combination of five colours – white, pink, green, blue, and yellow – that are, in turn, inspired by the prismatic result of light shining through crystal.

The first ‘new retail landscape’ duty free store with CDFG in Haikou, China, with its blue tone, invites visitors to “live a unique experience” in the spaces that are filled with crystal pieces – jewellery, watches, figurines, and accessories. Swarovski says its ambition is to create an immersive entry into its world of wonder, leaving a lasting and inspired impression for all.

“Our New Retail Landscape is an incredible ode to the creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet. Playful, aware, and always boldly chic our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living,” says Swarovski Creative Director Giovanna Engelbert.

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