News

Swarovski debuting new concept store

April 8, 2010

Swarovski, a leading designer and producer of fashion jewelry, will soon feature its new retail design concept at two locations in Times Square and Penn Plaza in New York City. According to a company release, the Times Square boutique will open in mid May while the Penn Plaza location will open in early June. The 950 square foot Times Square space will be located at 1540 Broadway and its exterior will feature a large LED screen.

The 1,500 square foot Penn Plaza boutique will be located at 200 West 34th Street, in a space previously occupied by Tourneau. The Penn Plaza exterior will incorporate two newly refurbished digital clocks, a familiar sight to commuters in the area. Both boutiques will offer Swarovski's full range of fashion jewelry and watches, as well as home accessories and decor objects.

Both spaces will boast Swarovski's new "Crystal Forest" retail design concept, which was created in collaboration with Tokujin Yoshioka, Design Miami Designer of the Year award winner.

"Swarovski's Crystal Forest retail design concept creates an environment that accentuates the beauty and fine craftsmanship of our product offering," said Kevin Coen, executive vice president of Swarovski North America Limited's Consumer Goods Business. "Swarovski's new boutiques in Time Squares and Penn Plaza will further strengthen Swarovski's positioning as a luxury fashion brand by creating a consumer experience that embodies Swarovski's brand values of innovation and modernity."

The Crystal Forest design concept made its global debut in Tokyo's prestigious Ginza district in March 2008. In November 2009, Swarovski opened its first Crystal Forest store in the USA on the prestigious Magnificent Mile of Chicago's Michigan Avenue.

Key elements of the new retail concept are:

• Stainless steel prism exterior elements that catch light and reflections from outside the store.
• Two eight foot high crystal panels, each made up of 17 crystal strands.
• Textured walls featuring reflective white prisms envelop the space to create the illusion of an organic crystal forest.
• White lacquer and mirror stainless steel finishes.
• A combination of horizontal and vertical showcases featuring LED lighting from various directions.
• Play of light on different materials enhancing the sparkle of the store.
• Floating window boxes that allow for unique, eye-catching displays of Swarovski's crystal accessories.