Swarovski Opens New Flagship Store on Fifth Avenue in NYC

On December 8, jewelry brand Swarovski opened its largest flagship store on Fifth Avenue in New York City.

Designed by Swarovski Creative Director Giovanna Engelbert, the store pays homage to the beauty of crystal by incorporating the iconic Swarovski Octagon into the design throughout the store.

Stepping inside the store, visitors will find an expansive collection of Swarovski crystal jewelry, home décor, eyewear, tableware, and limited-edition products. Also not to be missed are crystal collaborations with world-class brands such as the iconic New York Yankees ’47 x MLB® cap and I HEART NY. The fine jewelry collection with lab-grown diamonds also has an eye-catching appeal.

Two giant gems frame the entrance to the store, which spans 1,300 square meters over two floors, and countless octagons adorn the walls. The iconic Swarovski octagon is embedded throughout the store’s design, from the height of the wall showcases and octagonal fitting tables to the crystal doorknobs and hand mirrors.

The second floor features a luxurious white boutique space dedicated to Swarovski Created Diamonds and a lounge serving refreshments in Swarovski’s signature Rosenthal china, with space to customize your purchases to your liking.

“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 jewelry box. My vision was to produce a modern, joyful, elevated, and futuristic design, which mirrors the light, energy and colors of New York,” said Engelbert.

Swarovski CEO Alexis Nasard said in the release, “Swarovski on Fifth is a major milestone for Swarovski, and stands as a symbol of our brand evolution. This unique store will make Manhattan shine brighter, allowing New Yorkers to experience all the facets of our brand in one luxury destination that brings to life Swarovski’s creativity, savoir-faire, elegance and 128-year heritage.”

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