Inside Swarovski’s first Asian flagship store, at Shanghai

(Source: supplied )

Austrian jeweller Swarovski has opened its first Asian flagship store inside the Hong Kong plaza mall in Shanghai. It is the brand’s largest flagship store yet in the world. 

The Swarovski Shanghai store also marks the second Wonderlab store after Wonderlab Zurich, which opened last November. The company described China as one of its most important markets, and the perfect country to launch its first flagship in the continent. 

“Throughout the journey of our transformation, we have been working towards a moment like this,” said Michele Molon, CEO at Swarovski. 

“The moment where guests can not only explore Swarovski products, but immerse themselves in our point of view, our personality, and the experience of intimately understanding the sense of joy and innovation from which each item is created.”

Spanning 600sqm, the store was designed by Swarovski’s creative director Giovanna Engelbert. Swarovski Shanghai embraces futuristic design, housing a lab, a spaceship and control room, a “cabinet of curiosity and a space for dreams”. 

The metallic pink ‘Wonder Room’ features a rotating central display and custom-designed Swarovski swan-shaped chairs. The Lucent stairwell leads customers into the ‘Dream Room’, a futuristic bedroom completed with vanity seats.   

“It’s the biggest, most ambitious store we’ve made, thought through centimetre by centimetre and brought into reality,” said Engelbert. “It’s mind blowing and connects with everything else that we’ve done until now.”

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