Swarovski has just opened its first Asian flagship store in HK Plaza, Shanghai. On the heels of the brand opening its Instant Wonder pop-up boutiques in 27 key locations around the world earlier this year, the Shanghai flagship will welcome customers into Swarovski’s world on a more permanent basis.
“Throughout the journey of our transformation, we have been working towards a moment like this,” notes CEO Michele Molon, “The moment where guests can not only explore Swarovski products, but immerse themselves in our point of view, our personality, and the experience of intimately understanding the sense of joy and innovation from which each item is created.”
As one of the key markets of Swarovski — and luxury as a whole — China, in particular the creative hub of Shanghai, feels like the natural place to open the brand’s first flagship in Asia. And this is no normal flagship. Creative Director Giovanna Engelbert sought to create in Wonderlab a place that transports customers into the imaginative world of Swarovski.
Rooted in brand codes, colors, packaging, and heritage, the Swarovski Wonderlab does just that. “I am incredibly excited to unveil this beautiful space, inspired by the forward-moving landscape of China and her people. It’s the biggest, most ambitious store we’ve made, centimeter by centimeter thought through and brought into reality,” commented Englebert.
Ambitious isn’t even half of it. Take in the metallic pink of the Wonder Room with a rotating central display and custom Swarovski Swan chairs or the Lucent stairwell which climbs to the Dream Room. Robotic arms nod to the innovation behind Swarovski’s developing offering, standing in stark contrast to the pastel pinks and mesmerizing crystals that define the rest of Wonderlab. The Swarovski Wonderlab is nothing short of a dreamscape in the heart of Shanghai.
Swarovski’s Shanghai flagship opened on December 10, so be sure to visit for a taste of the future of retail if you’re in Shanghai.