Swarovski Opens Its New York Flagship Store On Fifth Avenue – Swarovski opened its largest flagship store on Fifth Avenue in New York on Wednesday York opened. Slated to open during the holiday season, the 14,400-square-foot retail space will offer an immersive experience of color and light, as well as visual cues tied to the brand’s 128-year history.

Swarovski Opens Its New York Flagship Store On Fifth Avenue

Swarovski Opens Its New York Flagship Store On Fifth Avenue

swarovskijewelry – The two-story space at 680 Fifth Avenue houses Swarovski’s full line of products, including crystal jewelry (the most popular category), sculptures, home accessories, eyewear, tableware and the new Swarovski Created Diamonds. “In addition, the store will offer New York-relevant Swarovski crystal items through collaborations, such as a New York Yankee hat in collaboration with ’47 x MLB and New York-focused items in partnership with I HEART NY.

Designed by Swarovski Creative Director Giovanna Engelbert, the store features bright, bold colors that represent the brand: pink, yellow, blue, green and marshmallow. Two large gemstones frame the entrance and octagonal windows adorn the walls of the shop, showcasing products that focus on Swarovski’s signature craftsmanship. The iconic Swarovski octagon is embedded throughout the store, from the height of the wall display cases and octagonal assembly stations to the crystal door handles and mirror shapes.

The focal point of the first floor is a pink octagonal staircase that takes customers upstairs. The staircase is framed by eight octagonal display cases in which the models depict episodes from the historical past of the Austrian brand.

The second floor is a white boutique dedicated to “Diamonds of Swarovski” and a lounge where drinks are served on Swarovski’s signature Rosenthal China.

Alexis Nasard, CEO of Swarovski, said in a recent interview that the store represents an aggressive expansion plan in the United States as part of an ongoing international expansion and rebranding effort with a focus on key cities in its main markets. These cities include New York, Paris, London, Seoul, Tokyo, Milan and Shanghai, where they have built or are nearing completion of new flagship stores. From there they want to expand to other major cultural centers, at least in the US.

Giovanna Engelbert commented “Given the fact that New York is an iconic fashion capital and also feels like a second home to me, this was very exciting to see.” “Our flagship store on 5th Avenue comes to life.” I wanted to create the experience of stepping into the giant crystal world of Swarovski and capture the imagination from the first time you enter the store.

From the grand octagonal staircase to the use of velvet and layered silk throughout the store, every detail is designed to make customers feel like they are inside a luxury jewelry box. My vision was to create a modern, cheerful, classy and futuristic design that reflects the light, energy and color of New York.

Nasard has more than 30 years of executive experience in the consumer brands space. He took the top job at Swarovski in July 2022 after spending 17 years at Procter & Gamble, six years at Heineken and five years as CEO of footwear and apparel company Bata and then international consulting firm Kantar.


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The native Lebanese and Swiss citizen has extensive international experience in the beauty, fashion and luxury industries. He is internationally minded, has lived in seven countries and can speak five languages. He brings this experience to lead Swarovski in a new direction with a focus on luxury and culture as it expands in the United States and around the world.

“The United States is a priority market for us, not for the obvious reasons that it is bigger and more profitable, but because we believe that the brand has a right to be in the United States because of its winning bid.” “What we have and the types of products we offer,” he said. “We don’t have any direct competition.”

The New York flagship reflects its strategy of positioning the Austrian crystal brand as a carrier of culture.


Swarovski Store New York


“If you want to be a strong and credible luxury brand, it is important to be present and participate where the culture is created,” Nasard said. “When we talk about cultural relevance, we don’t have purely commercial goals. In this shop you will be exposed to the entire history of the brand and can interact with many representations of its history, be it historic machines, blueprints, archives, materials, new products and jewelry. This allows store visitors to truly immerse themselves in the brand’s culture and its artistry.”

Part of this cultural initiative in New York includes in-store events and partnership events with cultural institutions. As an example in China, Nasard used a recent branding event at the Shanghai Museum of Contemporary Art.

“We completely took over the museum and created a full perspective of the brand, including the historic tunnel that has run through the museum since the 1895 Lead Time. Then there are seven rooms where we walk through our history with fashion collaborations, across our history with pop culture. you cover it with jewels. Then we have room for lab created diamonds. The event was actually quite successful, exceeding our expectations.

The brand’s strategy also includes a shift away from fashion towards a more luxurious direction. However, it is a unique and specific idea of ​​luxury that represents a delightful experience.

“We try to balance the situation and run the company with a business model we call ;Luxury Escape; which is really the essence of the brand, what has always made the brand successful. “That is our brand’s definition of luxury. A luxury that offers a very wide range of customers. The good news is that we achieved solid results.”

About Swarovski

Founded in 1895 in Austria, the company designs, produces and sells the world’s finest crystals, diamonds and zirconia from Swarovski, jewelry and accessories as well as home accessories. Swarovski Crystal Business has a global reach with approximately 6,600 stores, including 2,300 company-owned stores, in more than 150 countries and employs 16,600 people. Together with its subsidiaries Swarovski Optik (optical devices) and Tyrolit (abrasive products), Swarovski Crystal Business forms the Swarovski Group.

Responsible treatment of people and the planet is part of Swarovski’s heritage. Today, this legacy is rooted in sustainability actions across the value chain, with a focus on circular innovation, encouraging diversity, inclusion and self-expression, as well as the philanthropic work of the Swarovski Foundation, which supports charities that have a positive environmental and social impact.