Swarovski Unveils New ‘Instant Wonder’ Stores and Brand Identity

A bold, glittering and golden life-size jewel box in Milan is the site of Swarovski’s new concept store, “Instant Wonder,” designed to reflect the brand’s new direction and visual identity. The Insta-worthy Milan outpost is the first of 28 Wonder stores that will open in key markets across North America, Europe and APAC, including new locations in Paris and New York. 

The Instant Wonder concept acts as a feast for the senses and is the embodiment of an imaginary crystal world — Wonderlab — dreamt up by the brand’s Creative Director Giovanna Engelbert. “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,” said Engelbert in a statement.

As part of the brand transformation, the Swarovski Swan is reimagined through the filter of the Wonderlab, taking on a streamlined form with an elongated neck, along with positioning crafted to reinforce the brand’s forward momentum. Additionally, Swarovski has revamped its packaging with new candy-like octagon wrapping that gives an immediate nod to a faceted crystal.

Instant Wonder stores will welcome shoppers into a sensorial retail space enhanced by vibrant colors and textures, metallic sculptures and innovative materials that work together to encourage exploration and self-expression. Intended to “realize joyful wonder,” the Instant Wonder concept resembles a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces — loose components, jewelry, watches, figurines and accessories — set against a 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, the stores aim to create an “emotive stirring of magic for customers.”

Photos by Alessandro Saletta DSL Studio

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