Swarovski opens first U.S. Crystal Studio store in California
today Nov 26, 2019
Swarovski has opened its first U.S. ‘Crystal Studio,’ the brand’s digital concept store, in Costa Mesa, California.
The Crystal Studio concept, first launched in October of this year in Milan, focuses on interactivity and boosting the brand’s shopping experience with digital enhancements.
Opened on November 21 and designed by Patricia Urquiola, the Costa Mesa location allows customers to access a variety of digital touch points that encourage experimentation.
The store’s highlight feature is the Sparkle Bar, an immersive jewelry station where consumers can find new products, curate looks with the help of in-store experts and exploring product ranges virtually. The Sparkle Bar also allows shoppers to try on products using variable lighting settings available at bar’s special mirrors, and search through digital styling inspiration from Swarovski influencers.
"When developing the concept, we really tried to learn from our consumers and address their needs," said Robert Buchbauer, Swarovski chairman of the executive board and CEO of consumer goods business.
"From augmented reality screens catering to shoppers who want to quickly select products, to the Sparkle Bar where people can enjoy trying on products for as long as they like, we believe we have created a memorable in-store experience for everyone."
Other digital enhancements of the store include wall displays that show a mood board-style selection of pieces, digital window screens and interactive tablets where shoppers can access styling tips.
Since its debut in Milan, the Crystal Studio concept has set up shop in Paris, Beijing and Shanghai. Swarovski said it plans to continue opening new locations for the retail concept going into 2020, both domestically and internationally.
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