Swarovski will open its latest “Instant Wonder” store in New York City’s Rockefeller Center on April 17, continuing its rollout of the new concept designed to reflect the brand’s evolved direction and visual identity. The New York location, which joins Insta-worthy locations in Paris and Milan, is part of 28 Instant Wonder stores scheduled to open in key markets across the globe.
The Instant Wonder concept acts as a feast for the senses and is the embodiment of an imaginary crystal world — Wonderlab — dreamed up by the brand’s Creative Director Giovanna Engelbert. “The Wonderlab is where science and magic meet, where extra and elegance collide. It is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski,” said Engelbert in a statement.
Each Instant Wonder store is represented by one of five colors — white, pink, green, blue and yellow — inspired by the prismatic result of light shining through crystal. The Rockefeller Center store is bathed in a vibrant green hue to personify the natural world and elicit a sense of soothing calmness. Plush walls are lined from floor to ceiling in a repeat of the signature octagonal boxes, creating a monochromatic motif.
A series of metallic-cast busts replaces traditional jewelry display stands, experimenting with form, scale and representation. Each character, named and scanned from life, has been created using innovative 3D technology in poses representing moments of joyful play.
An additional 25 Instant Wonder store openings are poised to follow across North America, Europe and APAC.