Crystal products manufacturer and retailer Swarovski has opened its largest flagship store on New York’s Fifth Avenue.
Swarovski on Fifth features the brand’s collections from crystal jewellery and home décor to eyewear, tableware and limited-edition products, as well as fine jewellery collections made with lab-grown diamonds.
Customers can also explore collaborations with major brands such as ’47 x MLB for the New York Yankee cap and I HEART NY.
Designed by creative director Giovanna Engelbert, the store’s two floors span 14,400ft².
The ground floor features an octagonal pink staircase leading to a luxurious white boutique space on the upper floor dedicated to Swarovski-created diamonds.
The upper floor also houses a lounge and a space where customers can customise their purchases.
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The Swarovski octagonal design theme is featured throughout the store, from the elevation of the showcases on the wall, the octagonal try-on stations, the crystal doorknobs and the hand mirrors.
Giovanna Engelbert said: “As New York is an iconic fashion capital and also feels like a second home to me, it is exciting to see our flagship on 5th Avenue come to life. I wanted to create the experience of entering a huge crystal – the world of Swarovski – and to ignite the imagination from the moment you step into the store.
“From the grand staircase in the shape of an octagon to the use of quilted velvet and silk throughout the store, all details are intended to provide customers the feeling of being inside a luxurious jewellery box. My vision was to produce a modern, joyful, elevated and futuristic design, which mirrors the light, energy and colours of New York.”