Swarovski is proud to announce the opening of its first Canadian Crystal Studio retail location at CF Sherway Gardens in Toronto on Sept. 25th, marking the continuation of its global rollout of digital concept stores. The heritage retailer’s global initiative will combine brick-and-mortar retail and virtual components for a modernized and interactive shopping experience.
Conceived as a dynamic and creative space, Swarovski’s latest retail offering elevates the in-store experience by providing a memorable, highly interactive, and socially focused environment. Infused with key aspects of Swarovski’s iconic DNA – glamour, mastery, and innovation – the Crystal Studio places the customer and their unique needs at the heart of the experience, encouraging trial, creativity, and spontaneity. Interactive, digital touchpoints throughout the store aim to enhance the purchase process, but also create an inviting space in which customers can immerse themselves into the sparkling world of Swarovski.
The heart of the shopping experience is at the Crystal Bar, an immersive jewelry station where consumers can spend time discovering new products, curating looks with styling consultations from Swarovski’s in-store experts, and exploring product ranges virtually. Within this carefully curated space, every customer can create and style their unique sparkle. Shoppers are encouraged to touch and try on a range of products using the variable lighting settings at the Crystal Bar’s mirrors and to explore the digital styling inspiration from Swarovski’s community of influencers. The Sparkle Bar even offers a wireless phone charging area to use while shopping. Personalized gift options are also available, whether you are shopping for a friend, loved one, or for yourself.
Importantly, the new store concept has been designed to meet the needs of Swarovski’s ever-evolving consumer base. “When developing the concept, we really tried to learn from our consumers and address their needs,” Robert Buchbauer, Chairman of the Executive Board and CEO Consumer Goods Business commented. “From augmented reality screens catering to shoppers who want to quickly select products, to the Sparkle Bar where people can enjoy trying on products for as long as they like, we believe we have created a memorable in-store experience for everyone.”
“The new Swarovski retail concept truly puts consumers at the center: inviting them to experiment and style their sparkle with our products, giving them the opportunity to mix and match, like in a creative studio, but in an environment designed to integrate physical and digital dimensions. We are breaking the traditional distance between staff and customers, facilitating
an interactive and continuous dialogue with them,” added Michele Molon, EVP Omnichannel and Commercial Operations.
Patricia Urquiola, who designed the new store concept for Swarovski, contrasted energetic colors and tactile elements to create a vibrant and engaging atmosphere throughout the store. With functionality and versatility at the core of the design, the wall displays were designed to captivate the consumer’s attention through a curated selection of pieces displayed in mood board-like arrangements, for enhanced storytelling. Homage to Swarovski’s iconic blue is evident across the store’s aesthetic, combining materials, finishes, and patterns all in its signature brand shade.
In addition to providing an experience that takes necessary precautions to prioritize health and safety measures in alignment with the World Health Organization, the local government, and respective health authorities, the layout has also been reimagined to truly reinvent the shopping experience. Digital dimensions are integrated throughout and guide the shopping experience; starting from the shop window screens, aimed at capturing consumer’s attention, to interactive tablets providing styling tips. Large screens display inspirational visuals, seasonal brand, and campaign content, and create a contemporary, fresh, and immersive in-store experience.
Swarovski debuted their Crystal Studio concept in Milan last year, and have since opened in Paris, Beijing, Shanghai, and California with plans to open additional international locations in 2020. The series of openings will represent the fourth generation of Swarovski stores and the latest iteration of the brand’s retail approach over the past 125 years.
Swarovski’s Crystal Studio is located at 25 The West Mall, Etobicoke, ON M9C 1B8 and opens to the public on September 25, 2020. To learn more about Swarovski, follow us on Instagram, Facebook or visit Swarovski.com.