Austrian crystal and jewellery house Swarovski has revealed a new brand identity and reimagined its signature swan logo to mark its 126th anniversary.
Swarovski’s new vision is led by Creative Director Giovanna Engelbert who is launching her debut Swarovski collection, ‘Wonderlab,’ in the brand’s domestic stores this Spring, followed by a travel retail rollout planned in the near future.
Under the new positioning, Swarovski’s signature swan emblem has been streamlined with an elongated neck and positioning. According to the brand, this represents Swarovski’s forward momentum while still honouring its crystal heritage. The logo is enclosed in octagonal wrapping, which is a reference to the silhouette of a crystal.
“Swarovski is a company rooted in innovation and reinvention,” said CEO Robert Buchbauer. “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.”
The Swarovski ‘Wonderlab’ collection will be rolled out in 28 ‘Instant Wonder’ stores in several key domestic markets around the world. The temporary pop-up concept debuted at the Galleria in Milan, Italy on 23 February with 27 more locations set to open in North America, Europe and Asia Pacific in coming months.
The Instant Wonder stores were designed in collaboration with Paris-based design and events agency Villa Eugenie, with the aim of enhancing the Swarovski in-store experience globally.
The multi-sensorial retail concept invites customers to discover Swarovski’s new visual identity through vibrant colours, textures, metallic sculptures and innovative interactive materials. The Instant Wonder stores will house Swarovski’s jewellery, watches, figurines, accessories and loose components product ranges.
Selected Instant Wonder locations will also be home to a series of live and digital activations, offering virtual tours, sneak previews, and immersive lifestyle content.
Swarovski Creative Director Giovanna Engelbert commented, “The Wonderlab is an idea, an imagined place that embodies everything Swarovski stands for and how it will continue to inspire us for years to come. The Wonderlab is where science and magic meet, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”
Engelbert’s debut Wonderlab collection features geometric crystal styles in bold colours and sizes. The Spring/Summer 2021 range comprises the Millenia, Hyperbola, Constella, Matrix, Mesmera, Harmonia, Dulcis, Curiosa, Gema, Chroma, Orbita, Lucent and Somnia collections.
Commenting on the collection, Engelbert said, “I wanted to explore the fundamental geometry of crystal and its potential as a material. Looking at Daniel Swarovski’s first drawings was an absolute inspiration, discovering the magic of his early inventions and understanding the power of his dream to create something the world had never seen.
“As I set out on my own creative journey, I respect how transformative jewellery can be and wanted to create pieces and a vision of style that women and men could embrace and feel like their bold unique selves in.”
