Swarovski arrives in Haikou on ‘spellbinding journey’ of transformation

By Charlotte Turner |

In a year of transformation for Swarovski, the brand commenced the rollout of 27 ‘Instant Wonder’ stores around the world, and has now opened the first of the new concept duty free stores with CDFG in Haikou, China.

 

For over a year, Swarovski has been on a ‘spellbinding journey’ with the reimagining of the brand and retail stores.

 

“Commencing with the rollout of 27 Instant Wonder stores around the globe, the magical transformation has culminated in the opening of the first fabulous new stores in key corners of the world in 2021, with more to follow in 2022,” said Swarovski in a statement.

 

“Our new retail landscape is an incredible ode to the creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet,” said Giovanna Engelbert, Creative Director at Swarovski.

 

“Playful, aware, and always boldly chic our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living.”

 

"the store invites each visitor to live a unique experience in a space that brings in mind a sense of joyful wonder, a candy-like dreamscape," said Swarovski.

“The store invites each visitor to live a unique experience in a space that brings in mind a sense of joyful wonder, a candy-like dreamscape,” said Swarovski.

 

The CDF Haikou International Duty Free City store showcases Swarovski designs in jewellery, watches, figurines, and accessories.

 

“From every vantage point, Swarovski’s ambition is to create an immersive entry into its world of wonder, leaving a lasting and inspired impression for all,” added the brand.

 

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