Swarovski has partnered with China Duty Free Group (CDFG) to open its second pop-up store at the Haitang Bay Sanya International Duty Free Shopping Complex.

Launched on 7 January, the activation follows a successful pop-up during Christmas 2017 that promoted Swarovski’s festive collections.

A striking Swarovski pop-up has opened at the CDFG-run Haitang Bay Sanya International Duty Free Shopping Complex.

The activation targets gifting and aims to entice customers ahead of occasions such as Chinese New Year and Valentine’s Day.

The new pop-up showcases Swarovski’s spring/summer 2019 collection, which the brand said aims to evokes “a sunshine state of mind”.

As well as highlighting the collection, the space offers various interactive elements. Dedicated selfie areas encourage sharing on social media, while a claw machine game is available to customers spending RMB1,500 (US$220) or more.

Following the theme of the brand’s spring/summer 2019 collection, the activation looks to evoke a “sunshine state of mind”. 

Swarovski Vice President Travel Retail & Global Accounts Claudia Heskier Schioenning commented: “My sincere thanks go to CDFG for its ongoing support of Swarovski as we launch our second pop-up store at Sanya Haitang Bay.

“We are delighted to mark the start of 2019 with a showcase of our spring/summer collection, allowing customers to experience our signature sparkle and connect with the inspiration and philosophy behind our new pieces.”

An Instagram-friendly design encourages sharing on social media and highlights campaign hashtags such as #FollowYourHeart, #BeBrilliant and #FollowYourSun.

CDFG Director of Fashion Meili Lee said: “We are thrilled to work with Swarovski on a pop-up that presents such a captivating collection.

“Swarovski is consistently one of the best-performing brands in the Sanya Haitang Bay Shopping Complex and its products add sparkle and shine to the shopping environment.

Customers making purchases over RMB1,500 are invited to play a claw machine game for the chance to win a gift.

“This new collection and accompanying pop-up will no doubt create a dazzling and long-lasting impression on customers as important gifting occasions and celebrations including Chinese New Year and Valentine’s Day approach.

“We are delighted that this collaboration marks another milestone in our partnership with Swarovski.”

Swarovski is celebrating Chinese New Year with a gold-plated necklace and bracelet featuring the brand’s swan motif in bold red.

Swarovski said the special edition pieces target gifting and are a highlight of the Haitang Bay pop-up.