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Swarovski Unveils New Flagship in New York

Fifth Avenue locale is the brand’s largest store ever.

Published

2 years ago

December 12, 2023

INSTORE Staff

Swarovski Unveils New Flagship in New York

Swarovski’s new flagship store on Fifth Avenue in New York. PHOTO: Courtesy of Swarovski

Swarovski (Wattens, Austria) has opened its largest-ever flagship store on New York’s Fifth Avenue. The two-level, 14,400 square foot store “is like stepping into a vibrant jewelry box filled with treasures – including the largest crystal chaton ever cut,” the retailer said in a news release.

The store was designed by Creative Director Giovanna Engelbert, who said the store “aims to spark wonder while paying homage to the shimmering beauty of crystal.

“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,” said Engelbert. “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.”

Overall, Swarovski has about 6600 points of sale (including 2300 owned stores) in more than 150 countries.

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