Swarovski launches ‘a journey of wonder’ with CDFG in Haikou

CHINA. Swarovski has opened the first of what it calls its ‘New Retail Landscape’ duty free stores with China Duty Free Group at the recently inaugurated cdf Haikou International Duty Free Shopping Complex.

With its blue tone, the store invites each visitor to live a unique experience in a space designed to evoke “a sense of joyful wonder, a candy-like dreamscape”, filled with a full spectrum of crystal lifestyle pieces, including jewellery, watches, figurines,and accessories.

“From every vantage point, Swarovski’s ambition is to create an immersive entry into its world of wonder, leaving a lasting and inspired impression for all,” the company said.

Swarovski said that it has been on a “spellbinding journey” for over a year, involving the reimagining of the brand and retail stores. This commenced with the rollout of 27 ‘Instant Wonder’ stores around the globe through 2021 and 2022.

“Our New Retail Landscape is an incredible ode to the creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet,” said Swarovski Creative Director Giovanna Engelbert.

“Playful, aware, and always boldly chic, our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living.”

Welcome to a new retail landscape

Designed to ignite imaginations, each store pays homage to the shimmering beauty of crystal. Metallic finishes and fluted glass combine with chrome and silk touches throughout.

To reflect the brand’s new visual identity, overseen by the familiar Swarovski Swan, guests are welcomed into a sensorial retail space to discover an array of crystal treasures.

To encourage exploration and self-expression, different areas store areas are colour-blocked in Swarovski’s signature new brand hues. With myriad octagons adorning the walls in a display of product and pattern, the entire concept is designed as a tribute to the wonder of crystal.

For the final flourish, packages wrapped with signature gross-grain silks and velvets add to the experience.

Swarovski described the concept as an “absolute feast for the senses”.

Through one of many facets in the brand’s relaunch, covetable new boxes play a key role in bringing Swarovski’s new stores to life.

Each store is represented by a combination of five colours – white, pink, green, blue, and yellow – that are, in turn, inspired by the prismatic result of light shining through crystal.