Swarovski is expanding its experiential Crystal Studio concept store in the U.S. with a new location in The Mall at Short Hills in Millburn, N.J. The space features multiple digital screens, a selfie wall and the Sparkle Bar, where shoppers can browse influencer styles and receive one-on-one service from associates.
The entire store uses an open layout that invites shoppers to browse curated merchandise, pull out drawers to discover new items and swipe through tablets to see the latest style tips. Large screens throughout the store feature inspirational visuals and seasonal content to help immerse customers in the experience.
The centerpiece of Crystal Studio is the Sparkle Bar, where shoppers can consult with Swarovski’s in-store experts for curated styles or advice on how best to complete an existing look. The Sparkle Bar features mirrors with multiple lighting settings so that customers can see how their choices look in a variety of environments.
“The new Swarovski retail concept truly puts consumers at the center: inviting them to experiment and style their sparkle with our products, giving them the opportunity to mix and match, like in a creative studio, but in an environment designed to integrate physical and digital dimensions,” said Michele Molon, EVP Omnichannel and Commercial Operations at Swarovski in a statement. “We are breaking the traditional distance between staff and customers, facilitating an interactive and continuous dialogue with them.”
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The Crystal Studio concept debuted in Milan in early 2019, followed by locations in Paris, Beijing, Shanghai and South Coast Plaza in Costa Mesa, Calif. Swarovski plans to open additional locations both domestically and internationally throughout 2020.
