Swarovski has unveiled a brand new model identification that reportedly centres round a “daring imaginative and prescient that celebrates crystal in all its types”.
The rebrand has been launched beneath the helm of artistic director, Giovanna Engelbert, and sees the Swarovski Swan reimagined by the “filter of the Wonderlab”, Engelbert’s “imaginary crystal world”.
In keeping with Engelbert, the Wonderlab is “the place science and magic meet, the place further and class collide, it’s a feeling of surprise that everybody ought to expertise as we invite them into our new world at Swarovski”.
Following the brand new branding, the long-lasting Swarovski Swan “turns to face the model’s new course head on, poised to take flight”, and takes on a extra streamlined type with an elongated neck.
In keeping with Swarovski, the swan symbolically represents the “great thing about nature and everlasting love, a sentiment mirrored by Swarovski’s love of crystal”. It added that the brand new emblem reinforces the group’s delight for heritage by adapting however “staying true to its iconic emblem”.
An additional addition to the brand new emblem features a type of octagon wrapping, which reportedly represents “rebirth”, and is an “quick nod to a faceted crystal, evoking the unrivalled craftsmanship of Swarovski’s grasp cutters”.
Robert Buchbauer, CEO, mentioned: “Swarovski is an organization rooted in innovation and reinvention. For 126 years, we have now stayed true to our DNA as a model whereas rising to satisfy the wants of an evolving world. We look ahead to unveiling this new chapter in our historical past; one that may mark us as a real crystal way of life for the long run.”
Following the rebrand, Swarovski’s Wonderlab has additionally unveiled 28 Immediate Surprise shops in key world markets, starting with a gap at Milan’s Galleria on 23 February 2021. An additional 27 retailer openings will observe throughout North America, Europe and APAC.
The Immediate Surprise shops will present a “sensorial” retail area enhanced by vibrant colours and textures, metallic sculptures, and progressive supplies, and have unfastened parts, jewelry, watches, collectible figurines and equipment.
Retailer unveilings will probably be supported by each stay and digital activations, together with digital excursions, and previews of assortment items and way of life content material. Designed in partnership with Paris-based Villa Eugenie, the shops are set to “create an emotive stirring of magic for patrons”.