Swarovski and DFS Group encourage travel ‘escapism’ at Abu Dhabi Airport

By Luke Barras-hill |

Swarovski-DFS-EscapeDFS Group has linked with Swarovski Travel Retail Asia Pacific to launch the Swarovski x Summer City Buzz pop-up store at Abu Dhabi International Airport.

Created to celebrate Swarovski’s 2019 Summer Collection, passengers to DFS are invited to ‘Escape’ through Swarovski’s world of bold, statement jewellery and accessories underpinned by the collection hashtag: ‘followyourdesires’.

Inside the store, candy-hued pinks, blues and yellows complement light hearted and spirited motifs of cocktails, gelato and young women following an in ice cream truck in search of adventure.


The pop-up boasts a photo area complete with summer props to capture selfies for sharing via social media.


A photo area allows customers to take ‘selfies’ with props to share online while engaging with key campaign messages such as #noregrets and #followyourdesires.

They can also play a special scratch-card game for a chance to win a variety of prizes.

Claudia Heskier Schioenning, Vice President, Travel Retail & Global Accounts at Swarovski said: “Summer is the season for escape and Swarovski’s new collection embodies this idea.

“Our pop-up store encourages customers to embark on their own journeys in the same spirit. There are few better ways to do that than though travel, and we are delighted to partner with travel retailer DFS for the Summer City Buzz pop-up store.”

Matthew Green, Senior Vice President Watches and Jewelry, DFS Group added: “Sunshine, sea and blue skies are what we look forward to in summer, and Swarovski has captured these elements in both the new collection and with the Summer City Buzz pop-up store, which lends added sparkle to DFS, Abu Dhabi International Airport.

“We are thrilled to collaborate with Swarovski once again on a project that encourages and inspires customers to broaden their horizons this summer.”

The Swarovski x DFS Summer City Buzz pop-up series began in June at T Galleria by DFS Macau, Shoppes at Four Seasons.


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