Swarovski, which offers a range of precisely-cut crystal glass and related luxury products, has launched its new boutique design at a brand-new boutique at Palladium Mall, Phoenix High Street in Mumbai.
The makeover of the boutique architecture, the company says, will further amplify the enchanting power of crystal and highlight its own branded collections of crystal jewellery, fashion accessories, and home decor objects.
As Robert Buchbauer, member of the Swarovski family and member of the executive board, says: “Swarovski is committed to presenting the sparkling world of crystal to our consumers in a way that exceeds their expectations.”
The company plans to open two more stores of the new boutique design this year.
Sukanya DuttaRoy, country manager, Swarovski-Consumer Goods Business-India, says, “Today, Swarovski India consists of 20 stores in cities such as Delhi, Mumbai, Bangalore, Kolkata, Chennai, Kochi and Hyderabad. We have been present in the market for about a decade now and our experience has promoted us to expand further. We are looking at opening two more stores of the new boutique design this year.”
The creative inspiration for the new retail architecture, the company says, was given by famous designer TokujinYoshioka. The new concept embraces a ‘Crystal Forest’ theme, highlighting the infinite possibilities of crystal and illustrates Swarovski’s deep affinity with nature.
Outside the boutique, the concept interprets the ‘Crystal Forest’ using a myriad of stainless steel prisms. Fascinating displays are designed to create a connection with passers-by. Adding vibrant touches of colour, a seasonal visual conveys a strong fashion message and highlights trends and must-have products. Attractive display features create eye-catching scenes starring Swarovski jewels and decorative objects, whereas a crystal column brings an ultimate sparkle.
Inside the 600 sq.ft boutique, surface turns substance as the ‘Crystal Forest’ comes to life – all walls are textured with reflective white relief prisms of various lengths. These faceted, multi-layered elements create visual depth and exude an internal rhythm that follows the rules and rituals of nature.
The interior instantly embraces consumers with a crystalline feeling they will find in all newly fitted Swarovski boutiques. The atmosphere conveys a refined and poetic universe with recurring signature elements such as an impressive crystal swan behind the cash desk and crystal strand panels at the entrance. To complete this elegant interior, an exclusive lacquer developed for Swarovski adds a glowing sparkle to furniture, whereas the mirror finish is in stainless steel. Completing these striking elements, a modern art installation, made of crystal, hangs from the ceiling and embodies Swarovski’s creativity and sense of innovation.
Lighting is another key feature of the new architecture. The ambient lighting creates a soft atmosphere within the boutique.
“Swarovski boutiques are unique, magical places and the new retail architecture will ultimately make the brand a tangible crystal experience focused on pleasing the senses,” concludes Robert Buchbauer.
In its constant quest for innovation, modernity and perfection, the new store design embodies two concepts very dear to Swarovski – Modern Lux and Poetry of Precision.
— IndiaRetailing Bureau
