Swarovski has unveiled a new visual identity for the brand as it enters the next chapter with a vision to “celebrate crystal in all its forms”. The new Swarovski debuts under the helm of Creative Director, Giovanna Engelbert.

Swarovski’s Wonderlab initiative will unveil 28 Instant Wonder stores in key global markets, beginning with Milan’s Galleria on 23rd February, 2021. A further 27 store openings will follow across North America, Europe and Asia Pacific—including new locations in Paris and New York.

The iconic Swarovski Swan has also been reimagined through the filter of the Wonderlab. Engelbert states, “The Wonderlab is where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”

Robert Buchbauer, CEO, Swarovski, adds, “Swarovski is a company rooted in innovation and reinvention. For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”

Swarovski’s Instant Wonder stores realise joyful wonder, a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces—loose components, jewellery, watches, figurines and accessories— and furnished with a captivating backdrop of Swarovski’s octagonal logo silhouette, created from the new packaging.

Alongside openings in select cities, Swarovski’s Instant Wonder store unveilings will be supported by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content to further immerse and engage customers.

Caption: The driving force behind the new brand identity Swarovski Creative Director Giovanna Engelbert poses in front of the Instant Wonder store in Milan. Photograph by Lorenzo Bringheli.