Swarovski has been on a spellbinding journey across the past year, reimagining the brand and retail stores. Beginning with the unveiling of its ‘Instant Wonder’ stores across the globe, the transformation has evolved into a striking new retail concept dubbed ‘Wonderlux’ — the newest of which has opened its doors on Queen Street, inviting Aucklanders to immerse themselves in a world of wonder.
“Our new store concept is an incredible ode to the creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet. 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,” says Giovanna Engelbert, Creative Director at Swarovski.
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As such, the stores are designed to ignite imaginations, with each entrancing space paying homage to the shimmering beauty of crystal, and reflecting the uniquely captivating charm of the city itself. The new Queen Street store is a true feast for the senses, as mesmerising metallic finishes and fluted glass combine with chrome and silk touches throughout, culminating in a truly wondrous experience.
Situated on the ground floor of the Heritage-listed Dilworth Building, the store slots perfectly into its luxurious surrounds, sitting alongside a wealth of other luxury brands such Hermes, Dior, Prada and Bulgari.
Swarovski’s newly reimagined visual identity is referenced throughout the striking space, with areas delineated with colour blocking in the brand’s signature hues, with myriad octagons adorning the walls in a breathtaking display of product and pattern, with the entire concept paying tribute to the wonder of crystal itself. Carrying the highly anticipated Swarovski Create Diamonds Assortment upon opening, the sumptuous new store, much like all of Swarovski’s spaces, and pieces themselves, beckons you in; promising a world filled with magic and special moments.
