• Ella Sangster

Swarovski to take Melburnians on a journey of wonder in new Collins Street retail landscape

Following a year of reimagining its brand and stores, Swarovski unveils a spellbinding new retail concept on Melbourne’s Collins Street.

COURTESY OF SWAROVSKI


SWAROVSKI is at its creative zenith.


For over a year, the jeweller has been on a journey of wonder, reimagining the brand and developing a fresh retail concept that is as enthralling as it is beautiful. And Melbourne will soon be treated to the experience the brand’s Collins Street retail landscape.


The new store concept pays homage to the wonder of crystal and invites self-expression through the employment of colour-blocked adornments which house crafted treasures. Further, the interior design ignites the imagination through a sensorial journey by way of chrome finishes, glass flutes and luxurious silk touches.


“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,” explains Swarovski’s Creative Director Giovanna Engelbert.




Following the opening of 27 Instant Wonder stores worldwide last year, the evolution arrives on Australian shores this month, with the first of the new concept spaces to be unveiled in Melbourne’s Collins Street.


The Collins Street store will be saturated in Swarovski blue, which is representative of water as a life force — and an intrinsic element in the production of crystal — and evocative of a sense of tranquillity.


Take a journey of wonder for yourself when the store opens its doors on August 11.












https://harpersbazaar.com.au/swarovski-melbourne-collins-street/