Swarovski Instant Wonder Store experience

New Store Concept

Turning our world of wonders into an experience of enchantment

Instant Wonder

Step inside our new Swarovski concept store — an immersive wonderland of sights, sounds, and textures designed to ignite your dreams. Inspired by our octagonal logo and brand colors, our new store has reimagined the retail experience as a true feast for the senses and a celebration of crystal itself. From floor to ceiling, our octagonal boxes transform into frames, each housing a precious Swarovski piece — from jewelry and home décor to personal accessories and covetable collaborations. Consider this our ode to science, magic, and the wonder of crystal made real.

Galleria Vittorio Emanuele II, Milano

Bathed in sunshine shades of yellow, Swarovski Milano radiates power, positivity, and crystal at its most craveable.

Champs-Élysées, Paris

The City of Lights shines brighter as we open our doors to Paris. In greens and pinks, Swarovski Champs-Élysées combines imagination, color, and prismatic precision into a truly wonderous experience.

SoHo, New York City

Channeling the electric energy of the city that never sleeps, Swarovski SoHo is a candy-coated dreamscape of pinks and greens ripe for style experimentation in the heart of the Big Apple.

Store Transformations

Swarovski stores worldwide are undergoing a transformation. It takes some time to make magic, so your local store may be closed for refurbishment in the coming months.

Color has the power to transform. Our store in Milan is a vibrant shade of yellow, while our store in Paris is a delectable pink.

Flagships

Our flagships are the ultimate destinations to experience the crystal lifestyle. Based in some of the world’s most fashion-forward and vibrant cities, these multifaceted stores are designed to mesmerize.

Each flagship is a world of unique spaces, featuring bespoke fittings and furniture, luxurious touches, spellbinding product displays, and inspiring areas to discover and try on our pieces. The immersive experience continues with interactive displays showcasing Swarovski’s heritage as masters of light and pioneers in creativity and innovation. One visit to our flagship stores and you’ll find that every moment is an opportunity for joy and wonder.

Hong Kong Plaza, Shanghai

Our Shanghai flagship is a love letter to the city, capturing the dynamism of Swarovski and the energy of Shanghai in physical representation of where science and magic meet.

Bahnhofstrasse, Zurich

Our Zurich flagship is wonder incarnate with three color-soaked floors enticing you to explore and experiment with crystal of every kind.

Kristallwelten store VIENNA

‘In Love with Tomorrow’

Inspired by the four elements, light artist Susanne Rottenbacher has transformed our Vienna store with an installation that celebrates the interplay between light and crystals while also exploring nature’s balance.

Provoking important conversations about the future, ‘In Love with Tomorrow’ explores the limits of our environment in four works. Each piece is crafted from LED light tubes and 2.5 million crystals, illuminated in vibrant monochrome.

Swarovski Kristallwelten