Last year, for the very first time in its history, Swarovski appointed a global creative director in an effort to boost the company’s relevance and image, bestowing the position on fashion veteran Giovanna Engelbert. Born in Milan, Engelbert honed here skills as an editor at L’Uomo Vogue and a variety of other international Condé Nast publications, and actually has been working for the crystal manufacturer as a creative director since 2016, but has now been given more powers. As part of a major revamp of the brand instigated by Engelbrecht, Swarovski recently revealed the retail design codes for its so-called Instant Wonder boutiques, a new generations flagship stores. The brand’s boutique in the illustrious Galleria Vittorio Emanuele in Milan‘s Duomo district is the first of a series of pop-up stores to feature the design created by villa eugénie, a Brussels-based company which is best known for the creative conception and production of high-fashion catwalk shows. The shop window boldly features the brand’s tweaked Swan logo, but what’s far more eye-catching are the premises dipped entirely in a bright yellow hue, Swarovski‘s new signature colour. This is a true treasure trove concept, flaunting walls bedecked in a myriad of differently shaped octagonal-shaped compartments, each featuring a prized Swarovski jewel or trinket. Mind you, a total of 27 ephemeral Instant Wonder stores are scheduled to open in the coming months, beginning with fellow fashion capitals Paris and New York City.
Swarovski
Galleria Vittorio Emanuele, Via Silvio Pellico 6 (Duomo)
20121 Milan
Telephone: +39 02 72094386
Mon-Sat 10-7.30
Sun 10-7
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.
