Luxury jewellery retailer Swarovski has opened its first flagship store in South Korea, expanding its retail footprint in Asia. 

Located within one of Seoul’s most famous places – Dosan Park, the store spans 488sqm and four levels. It has a massive swan logo on its exterior, and each floor is illuminated in Swarovski’s hues of blue, yellow, and pink.

The ground level has a Heritage Corner with items from the history of movies, such as Marilyn Monroe’s expensive jewellery. Cafe Swarovski, the brand’s first coffee establishment in South Korea, is located on the top floor and will serve on the brand’s crystal-embellished porcelain dinnerware created in conjunction with Rosenthal.

“Swarovski Dosan Park is a radiant symbol of our brand and omnichannel retail evolution, inviting customers to explore the universe of Swarovski in one luxurious destination,” said Michele Molon, Swarovski chief commercial officer. 

“Designed to ignite the imagination and spark wonder, this is where our global vision comes to life.”

The new flagship will also debut the Galaxy Collection, a fine jewellery collection developed by creative director Giovanna Engelbert and produced with Swarovski Created Diamonds. The collection is made using 100 per cent renewable energy and recovered gold.