Swarovski, has revealed a new brand identity under the leadership of Giovanna Engelbert, the brand’s first-ever global creative director appointed last year. The world’s largest crystal manufacturer will also launch 28 Instant Wonder stores in key global markets, as well as in two new locations in Paris and New York.
At the heart of the rebrand is a refresh of Swarovski’s signature swan logo, which Engelbert explains has been reimagined through the filter of the Wonderlab, her imaginary crystal world.
Engelbert, said: “The Wonderlab is where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”
To enter this new world, the Swarovski Swan has been turned to face the customer, to signify the brand’s new direction “head on, poised to take flight”. Evolving from its most recent iteration, it takes on a streamlined form – with an elongated neck and positioning crafted to reinforce the brand’s ever-forward momentum. Symbolically, the Swan represents the beauty of nature and eternal love, a sentiment mirrored by Swarovski’s love of crystal. In adapting while staying true to its iconic emblem, Swarovski reinforces its pride for heritage as well as its vision for the future.
The finishing touch of Swarovski’s new brand icon comes in the form of a candylike octagon wrapping. Representing rebirth, the octagon is an immediate nod to a faceted crystal, evoking the unrivalled craftsmanship of Swarovski’s master cutters.
Swarovski chief executive officer, Robert Buchbauer, said: “Swarovski is a company rooted in innovation and reinvention. For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”
Alongside the redesigned logo, Swarovski will be unveiling what it calls “Instant Wonder” stores in key global markets that will be a “feast for the senses”.
Designed to reflect the brand’s upcoming campaign and new visual identity, guests will be welcomed into a sensorial retail space enhanced by vibrant colours and textures, metallic sculptures, and innovative materials that work together to encourage exploration and self-expression.
Swarovski’s Instant Wonder stores realize joyful wonder, a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces—loose components, jewellery, watches, figurines and accessories— and furnished with a captivating backdrop of Swarovski’s octagonal logo silhouette, created from the new packaging.
Alongside openings in select cities, Swarovski’s Instant Wonder store unveilings will be supported by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content to further immerse and engage customers. Designed in partnership with Paris-based Villa Eugenie, these stores will create an emotive stirring of magic for customers. Local amplifications in all markets will further enhance the experience worldwide.
All launch activity will be underpinned by a complete repositioning in tone, look and feel—a whole new world of Swarovski is coming to the fore.