Crystal brand Swarovski has updated its swan logo as part of a wider rebrand that includes 28 new immersive spaces around the world.
The design work has been completed in-house, led by the company’s creative director Giovanna Engelbert, Swarovski says.
Swarovski was established in 1895 in Austria, where its headquarters are still located. It produces crystal glass, jewellery and a range of lifestyle accessories. In 2018, it had a revenue of approximately £2.3 billion.
The company’s CEO Robert Buchbauer says that Swarovski is “rooted in innovation and reinvention” and that the rebrand seeks to “meet the needs of an evolving world”.
“Candylike octagon wrapping”
While the logo’s swan emblem has been retained, the bird now faces the opposite direction. With its pared-back look and elongated neck, it aims to show the “brand’s ever-forward momentum”, the company says.
“Symbolically, the swan represents the beauty of nature and eternal love, a sentiment mirrored by Swarovski’s love of crystal,” the brand says. “In adapting while staying true to its iconic emblem, Swarovski reinforces its pride for heritage as well as its vision for the future.”
The swan is surrounded by a “candylike octagon wrapping”, which is a nod to a faceted crystal and has connotations of rebirth, Swarovski says. According to the brand, the octagon also represents a sense of infinity and transition.
The logo change be accompanied by updates to the wider visual identity and an upcoming brand campaign, according to the company.
“Sensorial” store design
The new work is accompanied by 28 ‘Instant Wonder stores’ which will open in “key global markets”, Swarovski adds. The first to open is at the Galleria shopping mall in Milan, Italy while new locations include Paris and New York.
The company says that this is a “sensorial retail space” where guests will be welcomed to browse a collection of the crystals, metallic sculptures and the materials Swarovski is exploring. People will also be able to buy products in-store.
The “candy-like dreamscape” will also showcase lifestyle pieces such as jewellery, watches, figurines and accessories, Swarovski says. These will be furnished against the backdrop of the new octagonal logo, which can be seen recreated in neon at the Milan space.
The stores have been designed in collaboration with Paris-based events company Villa Eugenie, which works with luxury fashion brands. The UK Instant Wonder shop is yet to be unveiled.
“Everyone is starving for optimism, energy and light”
“Swarovski always planned to push ecommerce and to create a store concept that’s more an experience than a shop goes in line with this strategy,” Swarovski’s in-house creative team tells Design Week.
“Engelbert wanted to create a store where people get a feeling of wonder and magic, that brings joy and surprises through its design,” the team says. It adds that this is especially true now when “everyone is starving for optimism, energy and light.”
The display cases are inspired by the new logo; octagon-shaped boxes form the “repeating motive of the wall” which seeks to create a “textual, standout display space”, according to the team. The “candy-coloured interiors” take inspiration from the prismatic colours created by illuminated crystals, it adds.
A variety of materials are in use, such as a velvet and silk on boxes, which are used on panels, furniture and the crystals themselves. Most of the stores will have carpets that match the furniture and walls to “increase the luxury feel”, it says.
Busts have also been especially designed for the stores, which will be adorned with jewellery from the new collection. These have been coloured with a “special chroming technique that provides a distinctive effect”, the team says.
Covid has not changed any of the new designs but “only accelerated the transformation,” it adds. Some of the new retail spaces will have digital elements such as screens and LED light walls.
Roll-out of the new spaces will be accompanied by live and digital events, which include virtual tours.
FAQs
The display cases are inspired by the new logo; octagon-shaped boxes form the “repeating motive of the wall” which seeks to create a “textual, standout display space”, according to the team. The “candy-coloured interiors” take inspiration from the prismatic colours created by illuminated crystals, it adds.
Why did Swarovski rebrand? ›
We partnered with Swarovski's board, new creative director, and partner agencies (notably General Idea, Chic, and Villa Eugenie) to reinvigorate its storied brand and unlock a new future with a transformative business strategy, brand platform, and experience principles. Our goal was simple: to make crystal cool again.
What makes Swarovski so special? ›
Swarovski produces crystals of the finest quality. The company's name has become synonymous with genuine crystal. Swarovski's specialized manufacturing processes, together with the highest quality raw materials, guarantee the highest possible degree of precision, component quality, consistency and unmatched brilliance.
What is the big deal about Swarovski? ›
Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, the company designs, manufactures and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewelry, accessories and lighting.
What is the visual identity of Swarovski? ›
As part of the rebrand, Swarovski's iconic swan logo has been reimagined. Once navy blue, the swan has been adapted into an octagonal pink crystal logo. In a statement, the brand described the new Swarovski swan logo as turning “to face the brand's new direction head on, poised to take flight".
How did Swarovski become popular? ›
1895 - 1920s
From the birth of the Swarovski brand and up to the roaring 1920s,Swarovski crystals were increasingly featured and sought-after in the fashion world, with crystals being used to decorate 1920s flapper dresses, as well as haute couture items in France and the rest of Europe.
What is the unique selling point of Swarovski? ›
Our sparkling crystals and our extraordinary craftsmanship are Swarovski's unique selling points and benefits we offer our target audience. All of our products complement each other, fulfilling Swarovski as a lifestyle brand and its consumer's desire to sparkle in every occasion, that's where the loyalty comes from.
Why do people love Swarovski? ›
Swarovski crystals are known for their exceptional quality and precision cutting, which result in a high degree of clarity and brilliance. The precision and consistency in cutting create a uniformity and sparkle that is distinctive.
Why is Swarovski hyped? ›
The primary factor contributing to the cost of Swarovski crystals is the precision cutting technique developed by Daniel Swarovski in 1892.
What makes Swarovski so expensive? ›
The main factor contributing to the cost of Swarovski is its precision cutting technique that was developed by Daniel Swarovski in 1892. This patented cutting machine allowed a level of accuracy that was unprecedented at the time, creating crystals that closely resemble diamonds.
Swarovski competitors include Cartier and Tiffany & Co. Swarovski ranks 1st in Employee Net Promoter Score on Comparably vs its competitors.
What is the competitive advantage of Swarovski? ›
Swarovski's ingenious machines set his crystal apart because of their ability to create tiny, uniform cuts, which give off more light, creating a greater sparkle effect. His machinery, which was high tech in its day, allowed him to cut crystal more precisely and more quickly than competitors.
Is Swarovski considered luxury? ›
This luxury brand has created an unmistakable niche for itself among the best connoisseurs of luxury from across the world. What are the unique features that make Swarovski one of the most outstanding luxury brands across the globe?
What are the core values of Swarovski? ›
Caring for people and the planet, quality, craftsmanship and creativity remains at the heart of our values, and today we build on this heritage through our Swarovski Foundation.
What does the new Swarovski logo mean? ›
The swan is surrounded by a “candylike octagon wrapping”, which is a nod to a faceted crystal and has connotations of rebirth, Swarovski says. According to the brand, the octagon also represents a sense of infinity and transition.
What is the vision statement of Swarovski? ›
In 1891, Daniel Swarovski's vision was to create “a diamond for everyone”.
What happened to Swarovski crystals? ›
Back in October 2021, Swarovski made the decision to limit who would be allowed to purchase, sell and use their crystal components. Since then, suppliers of Swarovski components, which include flatback crystals, pearls, beads, fancy stones etc, have been selling what they had left, unable to re-stock.
Why is Swarovski discontinuing beads? ›
Unfortunately they believe having large volumes of loose Swarovski components in the marketplace is not in their strategic plans for future of their brand and is impacting their high-end finished goods market. SWAROVSKI IS NOT CLOSING DOWN – They are restructuring and refocusing their business.
What is the story behind the Swarovski logo? ›
1899: Swarovski uses the Edelweiss as its logo. Known as a symbol of alpinism and purity, the Edelweiss is one of the most beloved flowers in Austria. 1910-1913: Swarovski builds their own glassworks factory. As of 1913, no more glass was imported from Bohemia.
What is the difference between Swarovski and Swarovski crystals? ›
Firstly, Swarovski crystals give the impression of being luxurious, sophisticated and elegant, whilst allowing the person wearing it or the item it is garnishing to display eye-catching beauty. Swarovski is a brand name for a range of precision-cut crystal glass which is made only by its producers in Austria.
