Swarovski, the prestigious Austrian crystal brand, has chosen Milan as the location to launch its innovative Crystal Studio concept store, marking a significant milestone in the company’s evolution. Collaborating with renowned designer Patricia Urquiola, the brand aims to revolutionize the traditional retail experience by incorporating elements of interactivity and digital technology.
The decision to debut the Crystal Studio format in Milan was carefully considered, given the city’s status as a leading hub for fashion and design. Massimo La Greca, the managing director of Swarovski for Italy and the Iberian Peninsula, explained that the brand had been exploring new ways to engage customers through various tests conducted in different stores over the past year. The introduction of the Crystal Studio store reflects Swarovski’s commitment to providing a modern and innovative shopping experience that aligns with the brand’s values.
Robert Buchbauer, the chairman of Swarovski’s executive board, emphasized the importance of integrating online and offline platforms in the rapidly evolving retail landscape. By offering immersive in-store experiences that extend beyond conventional shopping norms, Swarovski aims to connect with customers on a deeper level. The development of the Crystal Studio format was a result of successful digital experiments conducted in different cities, culminating in a unique and interactive retail concept created in collaboration with Patricia Urquiola.
The Crystal Studio store in Milan features a dynamic blend of interactivity and digital elements designed to enhance the overall customer experience. With touch-points and a ‘Sparkle Bar’ where customers can explore products and receive styling advice from Swarovski experts, the store encourages creativity and experimentation. The studio-like ambiance of the interior, characterized by raw materials and warm colors, sets a welcoming and vibrant tone for shoppers.
Looking ahead, Michele Molon, Swarovski’s executive vice-president, emphasized the brand’s commitment to adapting the Crystal Studio format to suit different markets and consumer preferences worldwide. Expansion plans include opening stores in key cities such as Paris, Shanghai, Beijing, Los Angeles, Hong Kong, London, and Tokyo within the next year. Moreover, Italy is set to welcome two additional Crystal Studio stores in Turin by the first quarter of 2020.
The primary goal of the Crystal Studio concept is to offer customers a flexible and personalized shopping experience catered to their individual preferences. By fostering a connection between the brand and consumers, Swarovski aims to cultivate loyal brand ambassadors who enjoy a seamless retail journey. Furthermore, the brand is focused on strengthening its online presence through collaborations with platforms like Zalando to reach a wider audience.
With a longstanding heritage dating back to 1895, Swarovski has achieved global recognition with a presence in 170 countries and 3,000 stores worldwide. The brand’s revenue in 2018 amounted to approximately €2.7 billion, with a workforce of 29,000 employees. While China remains Swarovski’s largest market, countries across Europe, including France, Italy, Germany, Austria, and Switzerland, continue to play vital roles in the brand’s success. Emerging markets like Spain and Portugal are also showing promising growth prospects for Swarovski.
To learn more about Swarovski and its innovative Crystal Studio concept store, visit Swarovski’s official website and explore the latest collections and retail experiences. Stay updated on Swarovski’s expansion and digital initiatives by following the brand on LinkedIn.
