AN EXCLUSIVE RETAIL DESIGN: The ‘Crystal Forest’
Swarovski’s Blue and Red retail architecture is finally being replaced in more than 1,700 Swarovski boutiques in all major fashion capitals around the world. Swarovski has created a fresh showcase to highlight its own branded collections of crystal jewelery, fashion accessories, and home decor objects.
As Robert Buchbauer, member of the Swarovski family and the Executive Board, comments: “Swarovski is committed to presenting the sparkling world of crystal to our consumers in a way that exceeds their expectations.”
Swarovski’s “Crystal Forest”, designed in collaboration with Tokujin Yoshioka, the 2007 Design Miami – Designer of the Year award winner, who gave the creative inspiration for the new retail architecture.
|Outside the boutique, the concept interprets the ‘Crystal Forest’ using a myriad of stainless steel prisms.|
Inside the boutique, the ‘Crystal Forest’ has walls textured featuring reflective white prisms to create the illusion of an organic crystal forest. Signature elements include an impressive Crystal Swan behind the cash register and Crystal Strand panels at the entrance. An exclusive lacquer developed for Swarovski adds a glowing sparkle to furniture, with the mirror finish in stainless steel. Completing these striking elements, a modern beehive-shaped Chrysalis chandelier hangs from the ceiling.
|The ‘Crystal Forest’ design concept made its global debut in Tokyo in March 2008 and in November 2009, opened in the United States on the Magnificent Mile of Chicago.|
Lighting is a key feature of the new architecture. The ambient lighting creates a soft atmosphere within the boutique. In a captivating play of light and shade, the gleam from the LED illumination in the showcases hits figurines and jewelery from multiple angles.
‘Crystal Forest’ is a multi-sensory experience which gives visitors the chance to immerse themselves in the seductive brilliance and infinite depth of crystal. “Swarovski boutiques are unique magical places and the new retail architecture will ultimately make the brand a tangible crystal experience focused on pleasing the senses”, concludes Robert Buchbauer.
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