CHINA. Austrian crystal and jewellery house Swarovski has partnered with China Duty Free Group, China’s and the world’s number one travel retailer in terms of 2020 sales, to unveil a new Crystal Studio concept store at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.

The store offers an upgraded environment that takes customers on an immersive and innovative retail journey. The concept is being rolled out in key locations to encourage customers to interact with Swarovski’s latest collections and learn all about the heritage and craftsmanship of the brand.

A sparkling experience: The Crystal Studio concept store leverages both physical and virtual elements to offer an immersive shopping experience at the CDF Mall

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The store features several O2O elements. The physical space highlights the aesthetics of the Swarovski brand while interactive digital features and touchpoints enhance the shopping experience.

“We are delighted to announce one of our innovative new Swarovski Crystal Studio concept stores at CDFG Sanya Haitang Bay,” commented Swarovski Director of Travel Retail APAC Karen Tse.

“The new stores allow us to showcase our vibrant jewellery and home decorations in new and exciting ways and for customers to experience them like never before. The new shopping experience at CDFG Sanya Haitang Bay will allow customers to be fully immersed in the Swarovski crystal world.”

The store’s design highlights the brand’s elegant design codes, while interactive digital touchpoints invite customers to discover the world of Swarovski

China Duty Free Group Purchasing Center Vice President Mei Li Lee added, “Swarovski never fails to bring a sparkling experience to customers and we are thrilled that CDFG Haitang Bay is one of the brand’s chosen locations for a new Crystal Studio concept store.

“This elevated and forward-thinking retail environment allows customers to engage and experience the brand and its products in a novel and striking way.”

To celebrate the opening, Swarovski invited Chinese KOL HolyHigh就是好厉害 who shared her personal in-store experience with her fans on Weibo and Little Red Book.

Chinese KOL HolyHigh就是好厉害 tried on several Swarovski products during her visit to the Crystal Studio concept store

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