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 Hobart this coming December, the first Swarovski store to open in the state.
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 IN HOBART
Set to open on December 1st, the new store will provide Swarovski with the opportunity to bring Wonderlux to the Cat and Fiddle Arcade, in the heart of Hobart’s CBD. Recognised as not only the first Wonderlux store to open its doors in TAS, but rather the first Swarovski store within the state, the spellbinding crystal oasis will be 70sqm and themed in the new Swarovski blue. 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 power−qualities, which are embodied within the store concept and customer experience.
Discover the Hobart store 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
