Swarovski has unveiled its largest flagship store ever on the prestigious Fifth Avenue. This new emporium of elegance and luxury, Swarovski on Fifth, spans an impressive 14,400 square feet over two floors, the store is a veritable jewelry box come to life, designed by none other than Creative Director Giovanna Engelbert.
Upon entering the store, visitors are greeted by two magnificent jewels that serve as a grand welcome. The interior is a visual feast, with octagonal shapes prominently featured throughout the space, celebrating the artistry and allure of crystal. These octagons are not just decorative; they are integral to the store's design, infusing everything from the elevated product displays on the walls to the unique try-on areas. Even the most minor details, such as crystal doorknobs and the design of hand mirrors, echo the iconic Swarovski Octagon.
Dominating the first floor is an impressive pink staircase, crafted as an octagon, inviting customers to explore the second level. Eight octagonal display cases surround this central feature, each one presenting a vignette that narrates a chapter of Swarovski's rich 128-year heritage. These scenes take guests on a journey from the company's origins in the Tyrolean Alps to its current status as a symbol of glamour at high-profile events like the Oscars and New York's Met Gala.
The second floor unfolds into an elegant white boutique area dedicated exclusively to Swarovski Created Diamonds. Here, guests can relax in a lounge area, sipping beverages from Swarovski's exquisite Rosenthal China. This floor also offers a personalization service, allowing customers to imbue their purchases with a bespoke touch, making each piece uniquely their own.
"As New York is an iconic fashion capital and also feels like a second home to me, it is exciting to see our flagship on 5th Avenue come to life. I wanted to create the experience of entering a huge crystal – the world of Swarovski – and to ignite the imagination from the moment you step into the store. From the grand staircase in the shape of an octagon to the use of quilted velvet and silk throughout the store, all details are intended to provide customers the feeling of being inside a luxurious jewelry box. My vision was to produce a modern, joyful, elevated, and futuristic design, which mirrors the light, energy and colors of New York," said Giovanna Engelbert.
The store also presents limited-edition products and exciting crystallized collaborations for those seeking something truly unique. Notably, sports and fashion enthusiasts can marvel at the '47 x MLB® collaboration featuring the iconic New York Yankee cap, while the I HEART NY collection captures the essence of the city in sparkling crystal.
"Swarovski on Fifth is a major milestone for Swarovski, and stands as a symbol of our brand evolution. This unique store will make Manhattan shine brighter, allowing New Yorkers to experience all the facets of our brand in one luxury destination that brings to life Swarovski's creativity, savoir-faire, elegance and 128-year heritage," said Alexis Nasard, Swarovski CEO.
Adding to the allure, Swarovski on Fifth showcases fine jewelry collections crafted with lab-grown diamonds, reflecting the brand's innovative approach to luxury. These collections sit alongside the Creators Lab crystal collaborations and the Galaxy Collection, a new range of laboratory-grown diamond jewelry that promises to captivate with its celestial beauty.
"Swarovski's first ever New York flagship, located on Fifth Avenue, places the brand at the heart of luxury. This is a key milestone within Swarovski's growth strategy for North America, which has seen great response from customers and audiences alike across the US and Canadian markets. Swarovski on Fifth marks the 10th store opening for the North America market in 2023, all of which have shown a very positive impact on our business. We look forward to welcoming guests into our dazzling and reimagined world of Swarovski," said Kolja Kiofsky, Swarovski North America GM.
The store's opening is a significant milestone in Swarovski's North American expansion, marking its tenth new location this year and reinforcing its presence across 150 countries globally.
"Our Manhattan flagship marks a pivotal moment in our global retail strategy, offering services and products ranging from collaborations to personalization with a distinctive attention to our customer's needs. This is where our global vision comes to life through the brilliance of Swarovski, offering a unique omnichannel customer experience," said Michele Molon, Swarovski CCO.
