Marketing

Swarovski debuts largest-ever flagship

Photo: Swarovski

December 14, 2023

Luxury jewelry retailer Swarovski has opened the doors to its largest ever flagship and the store is on New York's Fifth Avenue.

Designed by Creative Director Giovanna Engelbert, the store is two floors and measures 14,400 square feet, according to a press release.

"As New York is an iconic fashion capital and also feels like a second home to me, it is exciting to see our flagship on 5th Avenue come to life. I wanted to create the experience of entering a huge crystal — the world of Swarovski — and to ignite the imagination from the moment you step into the store. From the grand staircase in the shape of an octagon to the use of quilted velvet and silk throughout the store, all details are intended to provide customers the feeling of being inside a luxurious jewelry box. My vision was to produce a modern, joyful, elevated, and futuristic design, which mirrors the light, energy and colors of New York," Engelbert said in the release.

The iconic Swarovski Octagon is embedded throughout the store's design, from the elevation of the showcases on the wall and octagonal try-on stations, to the crystal doorknobs and shape of the hand mirrors.

At the heart of the first floor, a grand pink staircase in the shape of an octagon leads customers to the upper floor.

On the second floor is a white boutique space dedicated to Swarovski Created Diamonds, as well as a lounge where refreshments are served in Swarovski's Rosenthal China, and a space where customers can personalize and customize their purchases.