All good things should never change, but they should also never stay the same—an adage that Swarovski’s new brand identity sustains. As they begin to immerse themselves in reinvention, they hold on to their generational roots, a combination that will always prove successful.
Swarovski’s next chapter takes form in the Swarovski Wonderlab, under direction of Giovanna Engelbert, the brand’s new creative director, and conveys the creative culmination of design, science, fashion, and technology in a dynamic atmosphere that promise to pull you through the golden gates to a place where elegance and amorous craftsmanship come together to turn your dreams into reality.
“The Wonderlab is where science and magic meet, where extra and elegance collide,” Engelbert explains. “It is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”
As a first step, Swarovski is adapting its iconic emblem: the brand’s recognisable swan, a symbol of everlasting love, eternal passion, and untouchable elegance, now has the addition of a candy-like octagon wrapping, and a more modern swan logo, representing the brand’s changes but pays homage to their origins at the same time.
The first Swarovski Wonderlab has already launched at Milan’s Galleria on 23 February, and will continue on its global journey by opening another 27 stores around North America, Europe and APAC. If the Milan store is anything to go by, vibrant colours, textures, and innovative materials are the order of the day, presenting a dramatic visual for the delectable new products in store.
While it would be ideal to experience this in person, current COVID-19 restrictions are still in place across the world, and the brand is, therefore, offering both live and digital activations, including virtual tours and sneak previews of collection pieces and lifestyle content, to allow everyone to experience an unforgettable new journey with Swarovski.
For fans of the brand in Singapore, mark your calendars: Swarovski’s Instant Wonder store at The Shoppes at Marina Bay Sands will be unveiled in Q2 2021.