Upmarket jewellery retailer Swarovski is to open the latest in its Crystal Forest store concepts in Covent Garden this weekend, it was announced today.
The concept boutique store in central London has had a complete refit, while other openings in the UK are to follow later this year.
In the UK market, the retailer has 61 stores, concessions in 32 department stores and a presence in 17 stores through other partnerships.
Aiming to build modern in-store retail architecture, the brand joined forces with Design Miami ‘Designer of the Year’ award winner Tokujin Yoshioka to create a multi-sensory multichannel experience that capitalises on the light reflections that crystal creates.
The jewellery sector is becoming increasingly aware of the need to expand digital operations, as competitor Goldsmiths recently opened a new concept store at Westfield Stratford City which includes retail vending machines placed outside the unit, allowing customers to purchase items from its jewellery collection without having to go into the store.
Swarovski’s latest design aims to emphasise a strong link with nature and Robert Buchbauer, member of the Swarovski family and of the executive board, believes that the design expresses its “modern lux philosophy”.
“Swarovski is committed to presenting the sparkling world of crystal to our consumers in a way that exceeds their expectations,” he said.
Yoshioka’s design uses light and crystal to create a rainbow effect in-store, while multimedia screens present abstract lyrical images together with informative content to consumers to maintain the illusion of the forest while remaining in tune with Swarovski’s brand identity.
A modern art installation hangs from the ceiling, while crystals are also displayed in the windows and on moving displays throughout the boutique.
These ‘floating stages’, along with LED illumination in the showcases aim to further highlight the natural light and movement of the jewels.
“Tokujin Yoshioka presented to us a concept that perfectly matched our enhanced brand appearance and design language,” added Buchbauer.