A long-standing beacon of the brand’s own self-expression, the Swarovski Swan is reimagined through the filter of the Wonderlab, Creative Director Giovanna Engelbert’s imaginary crystal world. In her own words, “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.”
As part of this world, the Swarovski Swan turns to face 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.
INSTANT WONDER – A FEAST FOR THE SENSES
The Swarovski Wonderlab comes alive with the unveiling of 28 Instant Wonder stores in key global markets. Beginning with Milan’s Galleria Vittorio Emanuele II held on 23 February 2021, a further 27 store openings will follow across North America, Europe and APAC— including new locations in Paris and New York.
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Images Credit: Alessandro Saletta – DSL Studio