For over a year, Swarovski has been on a spellbinding journey with the reimagining of the brand and their retail stores. Commencing with the rollout of 27 Instant Wonder stores around the globe in 2021, the magical transformation has evolved into the culmination of an exciting new retail concept, with the store unveiled in Adelaide’s Tea Tree Plaza in November 2022.
“Our new store concept 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 Giovanna Engelbert, Creative Director at Swarovski.
Designed to ignite imaginations, each entrancing store pays homage to the shimmering beauty of crystal, reflecting the uniquely captivating charm of the city itself. Mesmerising metallic finishes and fluted glass combine with chrome and silk touches throughout.
To reflect the brand’s new visual identity, overseen by the beloved Swarovski Swan, guests were welcomed into a sensorial retail space to discover an array of tempting and tantalising crystal treasures.
Encouraging exploration and self-expression, different areas in the stores are colour blocked in Swarovski’s signature new brand hues. With myriad octagons adorning the walls in a breath-taking display of product and pattern, the entire concept is a tribute to the wonder of crystal itself.
For the final flourish, packages wrapped up with signature gross-grain silks and velvets add to the entire spellbinding experience.
An absolute feast for the senses, their sumptuous new concept beckons you in, promising a world filled with magic and special moments.
Located in the heart of one of Adelaide’s premier shopping destinations, the Tea Tree Plaza store is 75sqm and themed in the new Swarovski blue. The colour represents water as a life force, an integral element in the production of crystal and the inspiration behind Waterschool, Swarovski’s global water education program.
Emotionally blue evokes a sense of calm, tranquillity and power−qualities that are embodied within the store concept and customer experience.
Visit the Swarovski website to view the latest collections.
Find Tea Tree Plaza at 972-976 North East Road, Modbury SA 5092.
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