Swarovski reveals its new brand identity, where its iconic Swan is reimagined in the fantas-tic world of the maison’s Wonderlab, as it faces a brand new future, poised for take off.

Swarovski's reimagined brand icon - The Swan

It’s a brand new era for the czar of crystal – the Wattens, Austria-based maison founded in 1895. With a rich his-tory in innovation and crystal-cutting, Swarovski charges ahead with its next chapter – a bold vision embodied in a shining new logo, that celebrates crystal in all its forms. Regarded as fundamental in the worlds of design, sci-ence, fashion and entertainment and as an innovator, the new Swarovski debuts under the helm of Creative Direc-tor, Giovanna Engelbert, with a joyful universe that invites you to ‘ignite your dreams.’

The Swan Takes Off

A long-standing beacon of the brand’s own self-expression, the Swarovski Swan is reimagined through the filter of the Wonderlab, Giovanna Engelbert’s imaginary crystal world. In Giovanna’s own words, “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.”

As part of this world, the Swarovski Swan turns to face the brand’s new direction head on, poised to take flight. Evolving from its most recent iteration, it takes on a streamlined form – with an elongated neck and positioning crafted to reinforce the brand’s ever-forward momentum. Symbolically, the Swan represents the beauty of nature and eternal love, a sentiment mirrored by Swarovski’s love of crystal. In adapting while staying true to its iconic emblem, Swarovski reinforces its pride for heritage as well as its vision for the future.

The finishing touch of Swarovski’s new brand icon comes in the form of a candylike octagon wrapping. Repre-senting rebirth, the octagon is an immediate nod to a faceted crystal, evoking the unrivalled craftsmanship of Swarovski’s master cutters.

“Swarovski is a company rooted in innovation and reinvention.,” says Robert Buchbauer, CEO, Swarovski. “For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”

A Feast for the Senses

The Swarovski Wonderlab comes alive with the unveiling of 28 Instant Wonder stores in key global markets. Beginning with Milan’s Galleria that opened on 23 February 2021 in partnership with Villa Eugenie, a further 27 store openings will follow across North America, Europe and APAC – including new locations in Paris and New York.

Designed to reflect the brand’s upcoming campaign and new visual identity, guests will be welcomed into a sen-sorial retail space enhanced by vibrant colours and textures, metallic sculptures, and innovative materials that work together to encourage exploration and self-expression. Swarovski’s Instant Wonder stores realize joyful wonder, a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces – loose components, jewellery, watches, figurines, and accessories – and furnished with a captivating backdrop of Swarovski’s octag-onal logo silhouette, created from the new packaging.

Alongside openings in select cities, Swarovski’s Instant Wonder store unveilings will be supported by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content to further immerse and engage customers. Designed in partnership with Paris-based Villa Eugenie, these stores will create an emotive stirring of magic for customers. Local amplifications in all markets will further enhance the experi-ence worldwide.