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Swarovski launches London "Crystal Studio" concept store

Marcus Jaye
03 August 2020

Following on from successful openings in Milan, Paris, Tokyo, LA and Shanghai, Swarovski’s new Crystal Studio store concept has opened on London’s Oxford Street. Heralding a new phase in Swarovski’s retail experience, the Crystal Studio is offering an elevated in-store consumer experience centred around their expertise in fashion crystals.

Digital touch points throughout the store aim to enhance the purchase process but also create an inviting space in which customers can immerse themselves into the sparkling world of Swarovski.

The heart of the shopping experience 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 encouraged to explore the digital styling inspiration from Swarovski’s community of influencers allowing them to fully immerse themselves into the brand.

Swarovski London

Robert Buchbauer, Chairman of the Executive Board and CEO Swarovski Crystal Business, commented: “Innovation, creativity and the customer are at the core of this exciting new store concept. 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.”

The digital integration continues from the shop windows screens through to interactive tablets and large internal displays featuring inspirational visuals, seasonal brand and campaign content.

Swarovski – Crystal Studio London Oxford Street
Oxford Street, 328-330, London, W1C 1JE

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