Swarovski unveils new brand identity

The rebrand has been launched under the helm of creative director, Giovanna Engelbert

Swarovski has unveiled a new brand identity that reportedly centres around a “bold vision that celebrates crystal in all its forms”. 

The rebrand has been launched under the helm of creative director, Giovanna Engelbert, and sees the Swarovski Swan reimagined through the “filter of the Wonderlab”, Engelbert’s “imaginary crystal world”. 

According to 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”.

Following the new branding, the iconic Swarovski Swan “turns to face the brand’s new direction head on, poised to take flight”, and takes on a more streamlined form with an elongated neck.

According to Swarovski, the swan symbolically represents the “beauty of nature and eternal love, a sentiment mirrored by Swarovski’s love of crystal”. It added that the new logo reinforces the group’s pride for heritage by adapting but “staying true to its iconic emblem”. 

A further addition to the new logo includes a form of octagon wrapping, which reportedly represents “rebirth”, and is an “immediate nod to a faceted crystal, evoking the unrivalled craftsmanship of Swarovski’s master cutters”.

Robert Buchbauer, CEO, said: “Swarovski is a company rooted in innovation and reinvention. For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.” 

Following the rebrand, Swarovski’s Wonderlab has also unveiled 28 Instant Wonder stores in key global markets, beginning with an opening at Milan’s Galleria on 23 February 2021. A further 27 store openings will follow across North America, Europe and APAC.

The Instant Wonder stores will provide a “sensorial” retail space enhanced by vibrant colors and textures, metallic sculptures, and innovative materials, and feature loose components, jewellery, watches, figurines and accessories.

Store unveilings will be supported by both live and digital activations, including virtual tours, and previews of collection pieces and lifestyle content. Designed in partnership with Paris-based Villa Eugenie, the stores are set to “create an emotive stirring of magic for customers”. 

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