Harrods launches pop-up showcasing new Ariana Grande x Swarovski collection
Harrods has today launched a "joyful pink pop-up" with Swarovski showcasing its new jewellery collection in collaboration with American singer Ariana Grande, who is also the brand’s global ambassador.
The launch is complemented by five windows facing London’s Brompton Road, featuring black and white campaign visuals by fashion photographers Mert and Marcus.
Located on the ground floor of Harrods Exhibition Windows and measuring 807 sq ft, the capsule collection pop-up is inspired by the glamour of old Hollywood.
Enhancing the experience, a pink popcorn machine has been installed for customers to enjoy, along with Hollywood-style film set chairs.
The pop-up is decked out with Swarovski’s signature octagon shelf units, mirrors, tables and an octagon cash desk.
Customers purchasing pieces from the new collection will receive exclusive pink shopping bags embellished with metallicised pink ribbons and charms, while first purchasers will receive a pink crystalised sweatshirt.
Co-created by the pop icon and Global Creative Director at Swarovski, Giovanna Engelbert, the new 16-piece Ariana Grande x Swarovski capsule collection "celebrates the joy of self expression". Clear crystals and delicate crystal pearls take centre stage in what is described as "joyful extravagance".
Bracelets and earrings have been inspired by musical notes fashioned from a continuous flow of crystals in a variety of cuts and settings, and there’s also a tiara and a showpiece heart pendant.
Giovanna Engelbert said: "Working with Ariana has been a dream. Her artistic energy deeply inspired our creative journey, leading us to a collection that celebrates contemporary glamour through classic elegance.
"Our starting point was music, which naturally evolved into the themes of violin keys and hearts, enriched with timeless pearl detailing. My vision was to merge Swarovski’s heritage of craftsmanship with Ariana’s vibrant spirit, creating a collection that resonates with lovers of music and elegance worldwide."
Ariana Grande added: "I’m thrilled to continue my creative journey with Swarovski by bringing my love for music and self expression to this shining jewellery collection, co-designed with Giovanna.
"I can’t wait for everyone to discover their unique sparkle and enjoy these beautiful pieces as much as I do."
As well as the Harrods pop-up in London, the collection also launches today in other luxury locations, including Galeries Lafayette in Paris, the Mall of the Emirates in Dubai as well as dedicated activations in New York, Tokyo and Milan.
Additionally, the collection will launch globally in Swarovski stores from 30 January 2025.