Swarovski unveiled its largest flagship store on Dec 6 at Fifth Avenue in New York. Timed to open for the holiday season, the 14,400-square-foot retail space boasts an immersive experience of color and light as well as visual cues related to the brand’s 128-year history.
The store, designed by Swarovski Creative Director, Giovanna Engelbert, is highlighted by bright, bold colors that are representative of the brand: pink, yellow, blue, green, and marshmallow.
Alexis Nasard, CEO of Swarovski, in a recent interview, says this store marks an aggressive expansion plan in the U.S. as part of an ongoing international expansion and rebranding effort with a focus on major cities in its top markets. These cities include New York, Paris, London, Seoul, Tokyo, Milan and Shanghai where they have already built or in the process of completing new flagship stores. From there, at least in the U.S., they plan to branch out into other important cultural hubs.
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