Swarovski opens the Crystal Studio concept store in Milan. Paris, Shanghai and … ♦ ︎
Swarovski opens its first Crystal Studio concept store in Milan. Milan will be followed by openings in Paris and other cities with strong links with the brand, such as Shanghai and Beijing, which Swarovski considers to be key locations for innovation and creativity in the fashion retail sector.
The opening in Milan was also facilitated by the fact that the city is the headquarters of Studio Urquiola, the creative design team that studied the new concept store, as well as being the Italian capital of fashion. The idea is to create a modern environment that can offer a highly interactive and social use experience that communicates glamor, experience and innovation. in the company’s goals, the customer will be encouraged to experiment with his creativity. The interactive digital touch points of the entire store aim not only to improve the purchasing process, but also to create a welcoming space, allowing customers to immerse themselves in the glittering world of Swarovski.
Materials and colors of Crystal Studio are designed to make the idea of a place to experiment. On the tiled floor in gray porcelain, the exhibitors present themselves as open and modular showcases defined by a wire mesh in a refined rose gold shade, ensuring greater emphasis on product display.
Innovation, creativity and the consumer are the center of this new and exciting concept store. Before starting to work on aesthetics, we thought of functionality: the ambition is to satisfy the digital demands of our consumers, offering them, at the same time, a unique and engaging shopping experience with the brand.
Robert Buchbauer, Chairman of the Executive Board and CEO of Swarovski Consumer Goods Business
The heart of the shopping experience is the Sparkle Bar, a location where customers can devote time to discover new products, create new looks with jewels with the advice of Swarovski in-store experts, and virtually explore the sets. A bit like the Apple Store Genius Bar, in short. Within this space with attention to the smallest details, each customer can create their own look. Consumers are encouraged to touch and test products using mirrors that offer different lighting possibilities and to explore, through digital screens, the style tips proposed by the influencers of the Swarovski community.
The Sparkle Bar also offers a wireless charging station for smartphones to be used during shopping. Different gift cards are also available for purchases for friends, partners or for themselves.