For its 125th anniversary, Swarovski is presenting its much-loved crystals in a whole new way. As part of its relaunch, the Austrian crystal powerhouse recently unveiled the Swarovski Wonderlab, an aptly named sensorial space.
The Wonderlab is spearheaded by the new and first-ever Swarovski creative director, Giovanna Engelbert, who says that it aims to create an immersive entry for all and leave a lasting impression. “The Wonderlab is an idea, it is an imagined place that embodies everything Swarovski stands for and that will continue to inspire us for years to come,” she says in a statement. “The Wonderlab is where science and magic meet, where extra and elegance collide; it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”
The Swarovski Wonderlab comes alive with the unveiling of 28 Instant Wonder stores. The first one opened in Milan’s Galleria store in February, followed by a Parisian debut in March, and then a New York City unveiling in April, which has led to an opening in the Mall of the Emirates in Dubai on May 28, 2021.
Designed to reflect the brand’s campaign and new visual identity, guests are welcomed into retail spaces with vibrant colors, textures, and innovative materials that encourage curiosity and self-expression. Each Instant Wonder store consists of a range of crystal lifestyle pieces, such as loose components, jewelry, watches, figurines, and accessories, and is furnished with a captivating backdrop of Swarovski’s refurbished octagonal logo silhouette. The old logo had a swan quietly sitting and looking to the left, and has now been replaced with a swan facing the right with its wings raised as if taking off.
Each store is represented by one of five colors – white, pink, green, blue, and yellow. The walls are lined from floor to ceiling in new octagonal boxes to create a monochromatic, repeating motif that encourages exploration. In addition, a series of metallic cast busts replaces traditional jewelry display stands. Each character, named and scanned from life, has been created using innovative 3D technology.
The first expression of the Wonderlab is in Engelbert’s first collection, named Collection One. “I wanted to explore the fundamental geometry of crystal and its potential as a material,” she says. “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 jewelry 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.” As if plucked from what Engelbert calls a “mathemagical garden,” the chunky and versatile collection is an array of necklaces, earrings, rings, bracelets, and body jewelry with an inventive approach to the scale, cut, and color of the crystal.
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Style: Ahmed Rashwan
Hair: Deena Alawaid
Makeup: Michel Kiwarkis
Model: Lana AlBeik
Set design: 1602 Studio
On-set producer: Mohammad Hazem Rezq
Off-set producer: Camilla Fitz-Patrick