// Swarovski opens its first Crystal Studio in the UK on London’s Oxford Street
// It follows successful openings in Milan, Paris, Tokyo, LA and Shanghai
Swarovski has opened the doors to the UK’s first Crystal Studio concept store in London on Oxford Street.
The Austrian jewellery and glass retailer said the new concept store heralds a new phase in its differentiated approach to retail experience and follows successful openings in Milan, Paris, Tokyo, Los Angeles and Shanghai.
Swarovski said the Crystal Studio concept aims to elevate the in-store experience by “offering a memorable, highly interactive and socially focused environment”.
Digital window screens and touch points throughout the store aim to enhance the purchase process but also create an inviting space in which customers can immerse themselves into the brand.
The heart of the store is the Crystal Bar, where consumers can spend time discovering new products, curating looks with consultations from Swarovski’s in-store stylists and exploring product ranges virtually.
“Innovation, creativity and the customer are at the core of this exciting new store concept,” Swarovksi chief executive Robert Buchbauer said.
“Before we started working on the aesthetics, we focused on functionality, with the ambition being to meet the digital demands of our consumers, while offering them a unique and immersive brand and shopping experience.”