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SWAROVSKI 3 mins read
Seoul Flagship

Swarovski opens its doors to its first flagship store in Korea on December 1, 2023. Located within the lush oasis of one of Seoul’s most popular destinations, Swarovski Dosan Park is a luxurious and immersive retail experience which takes customers on a journey of discovery into the sparkling world of one of Europe’s oldest luxury brands.

Futuristic and radiant with light, Swarovski Dosan Park ranges across four floors and measures 488 sq meters. Its façade features a monumental swan logo, and each floor is illuminated in Swarovski’s brand colours of blue, yellow, and pink.

Inside is a luxury shopping experience offering customers an immersion into the creativity, savoir-faire and elegance that defines the Austrian heritage brand.

On entering the store, visitors will discover Swarovski’s joyful collections from crystal jewellery, watches, and home décor to eyewear and tableware, as well as its luxurious fine jewellery collections made with lab-grown Swarovski Created Diamonds.

The new flagship will also unveil for the first time in Korea the Galaxy Collection, an exquisite new fine jewellery collection designed by Creative Director Giovanna Engelbert and made with Swarovski Created Diamonds. Just like mined diamonds the lab-grown diamonds in the Galaxy Collection are graded and certified by IGI according to the 4Cs of diamond quality: colour, clarity, cut and carat weight. The collection is created with 100% renewable energy and recycled gold.

Michele Molon, Swarovski CCO, commented: “Swarovski Dosan Park is a radiant symbol of our brand and omnichannel retail evolution, inviting customers to explore the universe of Swarovski in one luxurious destination. Designed to ignite the imagination and spark wonder, this is where our global vision comes to life.”

Designed by Giovanna Engelbert, Swarovski Dosan Park is a world filled with magical moments which pay homage to the shimmering beauty of crystal and the brand’s 128-year history. On the lower ground floor, a Heritage Corner invites customers to discover Swarovski’s rich and storied past in fashion and entertainment. It features iconic pieces from the history of cinema, such as the extravagant necklace worn by Marilyn Monroe in Gentlemen Prefer Blondes (1953) and the enchanted crystal slipper from Disney’s live-action movie Cinderella (2015).

On the top floor is Café Swarovski, the brand’s first café in Korea, which will offer a menu of refreshments served on the brand’s exquisite crystal-embellished porcelain tableware made in collaboration with Rosenthal.

To mark Swarovski Dosan Park’s opening, Swarovski has invited renowned French designer Shourouk Rhaiem to create Ordinary Life, an exhibition of artworks depicting some of Korea’s most popular consumer goods such as instant noodles and Soju bottles – all embellished with Swarovski crystals. The gallery space will continue to stage new contemporary art installations showcasing the limitless creative potential of Swarovski crystal.

Following the appointment of Engelbert in 2020, Swarovski has accelerated its journey into the luxury sphere, embracing a more colourful, joyfully extravagant aesthetic and refreshing its retail universe with immersive new concept stores and flagships in key cities around the world including Shanghai, Zurich, and New York.

Swarovski is committed to delivering a sustainable retail experience, and Swarovski Dosan Park is assessed against GLEAM Certifications, Swarovski’s framework to address social and environmental impacts throughout a store's lifecycle.

Swarovski celebrated the unveiling of Swarovski Dosan Park with a launch party on November 29, attended by celebrities, local notables, and media.

Swarovski Dosan Park opened on December 1, 2023

For more information, please contact:  

Assets here.


Masters of Light Since 1895

Swarovski creates beautiful 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, Swarovski Created Diamonds and zirconia, jewellery, and accessories, as well as home décor. Swarovski Crystal Business has a global reach with approximately 6,600 points of sale, of which 2,300 are owned stores, in over 150 countries and employs 16,600 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.


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