Swarovski rolls out Crystal Studio Concept to UK with Oxford St debut

By

Sandra Halliday

Published
Aug 24, 2020

Some shops may still be closed but store openings are happening and Swarovski is continuing to introduce its new Crystal Studio concept in key locations around the world with the latest being London.

The concept “heralds a new phase in Swarovski’s differentiated approach to the retail experience,” it said with the London opening on Oxford Street following debuts in Milan, Paris, Tokyo, LA and Shanghai.

Conceived as a “dynamic and creative space”, the latest retail space “elevates the in-store experience by offering a memorable, highly interactive and socially focused environment”. 

It’s a first of its kind for the UK and the company said it’s “infused with key aspects of Swarovski’s iconic DNA – glamour, mastery and innovation,” while placing the customer “and their unique needs at the heart of the experience, encouraging creativity and spontaneity”.

What that means in practice is an interactive location with digital touch points throughout the store “to enhance the purchase process but also create an inviting space in which customers can immerse themselves into the sparkling world of Swarovski”.

Digital can be found via shop window screens, interactive tablets providing styling tips and large in-store screens displaying inspirational visuals, seasonal brand and campaign content. 

The key feature is the Crystal Bar, an immersive jewellery station “where consumers can spend time discovering new products, curating looks with consultations from Swarovski’s in-store stylists and exploring product ranges virtually”. 

Shoppers are also “encouraged to explore the digital styling inspiration from Swarovski’s community of influencers allowing them to fully immerse themselves into the brand”.

CEO Robert Buchbauer said that “before we started working on the aesthetics, we focused on functionality, with the ambition being to meet the digital demands of our consumers, while offering them a unique and immersive brand and shopping experience.”