Within fifteen years, over 1,000 boutiques and concessions were bringing sparkle to high streets and shopping centers around the world, selling Swarovski crystal jewelry as well as figurines. When a new flagship was opened in 2009 in Ginza, Tokyo, it came with a strong visual aesthetic: 'Crystal Forest' by renowned Japanese designer Tokujin Yoshioka, which took inspiration from nature and featured a dazzling stainless-steel façade. All Swarovski boutiques were then revamped according to Yoshioka's vision.
Two decades later, the number of Swarovski stores and concessions worldwide had tripled, and the first Atelier Swarovski boutiques were opened in Harrods and Harvey Nichols in London. These luxurious spaces launched with Penélope Cruz's Atelier Swarovski Fine Jewelry collection, showcasing exquisite pieces made with Swarovski Created Diamonds.
For Swarovski fans who want to make the ultimate pilgrimage, the Swarovski Kristallwelten Store in Wattens, Austria, is the place to go. Reopened in 2015 with a multimedia installation by Norwegian architects Snøhetta, the immersive store features “The Starry Mosaic Sky”, made from hand-finished black tiles and sparkling like a sky at night. More than 11 million visitors have walked through its doors. Meanwhile, at the flagship Kristallwelten store in Vienna, installations by world-renowned artists such as Rhea Thierstein and Iris Van Herpen showcase innovative uses of Swarovski crystal.
The new Crystal Studio has come a long way from that first Mayfair store back in 1983. But, as design aesthetics evolve, the stores have never lost sight of the needs of the customer. Today’s stores keep one eye firmly on the future – prizing the innovation Swarovski has long been known for, while creating space for customers to experience Swarovski crystal in new and exciting ways.