Swarovski, the world-renowned crystal supplier to the fashion industry, has finally opened the doors to their once-secretive Alpine manufacturing plant in Wattens, Austria. For over 150 years, Swarovski operated behind closed doors, much like the Venetian mirror makers of the Renaissance. However, in a bold move, Swarovski’s new Manufaktur design studio has now allowed editors and guests a peek behind the curtain.
The event, which coincided with the birthday of Swarovski founder Daniel Swarovski, showcased a dazzling array of iconic fashion and accessory looks adorned with Swarovski crystals. Pieces from legendary designers such as Alexander McQueen, Gianni Versace, and Giorgio Armani were on display, highlighting the brand’s longstanding relationship with the fashion world.
Daniel Swarovski’s innovative spirit was honored at the event, recognizing his pioneering glass cutting machine and hydro-electric plant that revolutionized the crystal-making industry. Today, Swarovski remains a global powerhouse, employing thousands of people and generating billions in revenue annually.
The event not only celebrated Swarovski’s past but also looked towards the future with the introduction of new collaborators like Giovanna Battaglia Engelbert and architect Julia Körner. Battaglia Engelbert, the creative director of Swarovski Professional, brought her unique vision to the event, creating stunning show spaces filled with modern crystal concepts. Architect Julia Körner showcased the limitless possibilities of combining Swarovski crystals with cutting-edge technologies, exemplified by the inclusion of Swarovski elements in the latest BMW concept car.
The opening of Swarovski Manufaktur signifies a new chapter for the brand, one that embraces both heritage and innovation. As Swarovski continues to collaborate with visionary partners and push boundaries, the future looks bright for this iconic crystal brand.
To learn more about Swarovski and their latest collaborations, visit their website here. For a closer look at the stunning crystal creations featured at the event, check out this article here.
