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A JOURNEY OF WONDER – SWAROVSKI UNVEILS ITS CAPTIVATING WONDERLUX STORE IN NORTHLAND

Swarovski 2 mins read
Northland Wonderlux Store

For over a year, Swarovski has been on a spellbinding journey with the reimagining of the brand and their retail stores. Commencing with the rollout of 27 Instant Wonder stores around the globe in 2021, the magical transformation has evolved into the culmination of an exciting new retail concept, with the newest addition store to be unveiled in Northland in September.

WELCOME TO THE WONDER

Designed to ignite imaginations, each entrancing store pays homage to the shimmering beauty of crystal, reflecting the uniquely captivating charm of the city itself. Mesmerising metallic finishes and fluted glass combine with chrome and silk touches throughout.

To reflect the brand’s new visual identity, overseen by the beloved Swarovski Swan, guests will be welcomed into a sensorial retail space to discover an array of tempting and tantalising crystal treasures.

Encouraging exploration and self-expression, different areas in the stores are colour-blocked in Swarovski’s signature new brand hues. With myriad octagons adorning the walls in a breathtaking display of product and pattern, the entire concept is a tribute to the wonder of crystal itself.

For the final flourish, packages wrapped up with signature gross-grain silks and velvets add to the entire spellbinding experience.

An absolute feast for the senses, our sumptuous new concept beckons you in; promising a world filled with magic and special moments.

STEP INTO BRILLIANCE AT NORTHLAND

Opening in 2002 as one of the first stores in the state, the new, refurbished store is set to provide Swarovski with the opportunity to bring Wonderlux to the Melbourne once again, serving as the fourth Wonderlux store in the state. The spellbinding crystal oasis will be 97sqm and themed in the new Swarovski blue sitting shy 13km from the CBD. The colour represents water as a life force, an integral element in the production of crystal and the inspiration behind Waterschool, Swarovski’s global water education program. Emotionally, blue evokes a sense of calm, tranquility, and powerqualities, which are embodied within the store concept and customer experience.

Discover the Northland assets here.

ABOUT SWAROVSKI

 

Masters of Light Since 1895

 

Swarovski creates beautiful crystals-based products of impeccable quality and craftsmanship that bring joy and celebrate individuality.

 

Founded in 1895 in Austria, the company designs, manufactures and sells the world's finest crystals, gemstones, Swarovski Created Diamonds and zirconia, jewellery, and accessories, as well as objects and home accessories. Swarovski Crystal Business has a global reach with approximately 2,400 stores and 6,700 points of sales in over 150 countries and employs more than 18,000 people. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. A responsible relationship with people and the planet is part of Swarovski’s heritage. Today this legacy is rooted in sustainability measures across the value chain, with an emphasis on circular innovation, championing diversity, inclusion and self-expression, and in the philanthropic work of the Swarovski Foundation, which supports charitable organisations bringing positive environmental and social impact.

 

For any requests, please reach out to:


Head of Marketing

Goncalo Pinto da Costa

goncalo.pintodacosta@swarovski.com

 

PR Executive

Tegan Whitfield

tegan.whitfield@swarovski.com

 

 

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