Hot on the heels of a recent campaign with supermodel Bella Hadid, the Austrian crystal brand Swarovski have flung open the doors of their brand spanking new store on London's Oxford Street. Creative director Giovanna Engelbert chose emerald green for Swarovski's British homecoming, with the walls of the immersive store lined with the brand's octagonal logo in the form of the delectable boxes in which the new current collection of jewellery, sunglasses and watches are packaged.
The so-called Instant Wonder store is the fourth of its kind so far, following openings in Milan, Paris and New York, with over 20 more set to launch globally. Immersive experiences are key for Swarovski, who recently collaborated with the visual light artist James Turrell for the Swarovski Crystal Worlds in Austria, and the new London store is a sensory crystal haven of its own.
Dreamt up by Engelbert, the sprawling space includes selfie walls and playful metallic-cast busts modelling jewellery and sunglasses, perfect for Gen-Z. Swarovski hosted a cocktail party last night with a special DJ set by the Grammy nominated producer Jayda G to kick off their new London chapter, and guests including Leomie Anderson and the Flag Twins gave a taste of the cohort we'll be seeing dripping in Swarovski in no time.