CHINA. Austrian jewellery and crystal house Swarovski has partnered once more with China Duty Free Group to unveil a sparkling Christmas tree installation at the Haikou Mova Mall in Hainan. The activation runs until 2 January.
Swarovski’s towering six-metre Christmas tree installation embraces a ‘Wonder of Gift Moments’ theme. It is adorned with colourful gift boxes, highlighting the crystal house’s gifting appeal.
Swarovski’s gift boxes have been reshaped into colourful octagons which reflect the silhouette of the brand’s swan emblem. The packaging was inspired by the octagonal cut of the Swarovski crystal, and the colours that pass through it. They are available in white, pink, yellow, blue and green.
In addition, a decorative cabinet sits in front of the tree which showcases Swarovski’s various gifts and sets. The activation has been described as a ‘wonderland of expression’ and seeks to ignite customers’ imaginations this holiday season.
The Christmas Tree installation serves as a festive photo-opportunity for shoppers at the Haikou Mova Mall. Shoppers who take pictures in front of the tree receive a Christmas gift card from Swarovski which can be used to redeem a mystery gift with purchase at the Swarovski boutique inside.
Customers also receive a Christmas wreath set, including any ornament, for a minimum purchase of RMB1,000 (US$157).
As reported, Swarovski underwent a major rebrand as part of its 126th anniversary celebration this year. Under the new vision, 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.
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