As we’ve mentioned in a previous post, Swarovski is shifting gear, and the accelerated revamp of a number of retail space in prestigious locations is indicative of the reign of new global creative director Giovanna Engelbert. The former Condé Nast editor and brand consultant already worked with the crystal manufacturer, but has now landed the top creative job which has led to a series of innovations, including a much needed retail upgrade. Engelbert inaugurated the first of a series of so-called Instant Wonder boutiques in her native Milan, and now, only two weeks later, a revamped retail space on swanky avenue des Champs-Elysées has been revealed. The move not aims to boost the brand’s affiliation with high fashion and style – mind you, the brand is the exclusive crystal purveyor to many a leading fashion house – but also signal its on-trend range of merchandise. The retail space, spread across the ground floor and a mezzanine level, sees a similar aesthetic as Swarovski‘s Instant Wonder outpost in the Lombardian capital, featuring walls covered in differently shaped octagonal-shaped compartments, but avoids being a generic copy due to a more abundant colour scheme of green, pink and yellow. The renewed Swarovski boutique carries Engelbert’s new designs, ranging from rings and bracelet, to necklaces and brooches, all obviously adorned with sparkling crystals, in addition to many other items.
Swarovski
145 avenue des Champs-Elysées (Champs-Elysées)
75008 Paris
Telephone: +33 1 45611380
Mon-Thu 10-9
Fri-Sun 10-10
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
