Swarovski launches bold new vision in transformative rebrand

Austrian crystal house Swarovski has unveiled a bold new vision for the company that it says celebrates crystal in all its forms. Marking its 125th anniversary, the rebrand includes a striking, restyled swan logo, with the iconic image now poised to take flight, and vibrant new store concepts across the globe, transforming the way Swarovski is perceived with a radical new vision.

For 125 years, Swarovski has had the power to transform and reinvent itself time and time again while always staying true to its DNA. 

We are excited to add a new chapter to this tremendous success story by lifting Swarovski’s center of gravity to accessible luxury and by truly becoming a crystal life-style,” commented Robert Buchbauer, Swarovski CEO.

The Swan takes flight

Evolving from its most recent iteration, the Swarovski Swan takes on a streamlined form – with an elongated neck and positioning crafted to reinforce the brand’s forward momentum. The Swan icon is wrapped in an octagon, a nod to a faceted crystal and the craftsmanship of Swarovski’s master cutters, says the company.

The new image of Swarovski debuts under the helm of the company’s first Creative Director, Giovanna Engelbert, who is launching the image through the filter of the Wonderlab, “a joyful universe that invites you to ‘ignite your dreams.’”

“The Wonderlab is an idea, it is an imagined place that embodies everything Swarovski stands for and that will continue to inspire us for years to come,” says Engelbert. “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.”

A Feast for the Senses

The Swarovski Wonderlab collection will be unveiled in 28 Instant Wonder stores in key global markets. The first Instant Wonder pop-up was debuted at Milan’s Galleria on February 23, to be followed by 27 additional store openings located across North America, Europe and APAC—including new locations in Paris and New York.

The Instant Wonder concept was designed in partnership with Paris-based Villa Eugenie to reflect the brand’s upcoming campaign and new visual identity.

Guests will be welcomed into a sensorial retail space enhanced by vibrant colors and textures, metallic sculptures, and innovative materials that work together to encourage exploration and self-expression.

Swarovski says that it has created “a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces.” The shops will carry Swarovski’s loose components, jewelry, watches, figurines and accessories— which will be presented before a backdrop of Swarovski’s octagonal logo silhouette, created from the new packaging.

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 engage customers.

Bold new collection

The first expression of the Wonderlab comes to life in Giovanna Engelbert’s first collection, Collection I. Looking at Daniel Swarovski’s first drawings for inspiration, Engelbert says that she wanted to explore the fundamental geometry of crystal and its potential as a material.

As if plucked from what Giovanna calls a “Mathemagical Garden,” the collection is an array of necklaces, earrings, rings, bracelets and body jewelry that manifest the fundamental properties of crystal in a hyper-chunky, hyper-expressive, and hyper-versatile collection.