Swarovski, the world’s largest crystal manufacturer, has unveiled a new brand identity orchestrated by its first-ever global creative director, Giovanna Engelbert. with a rich history in innovation and crystal cutting, the company presents its new chapter encompassing a bold vision that celebrates crystals in all its forms. the new identity takes over the Swarovski signature swan logo and introduces the Wonderlab, Engelbert’s imaginary crystal world.
images by alessandro galofaro
‘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,’ says Giovanna Engelbert when describing her crystal world. and it’s under this lens that the company has reimagined its swan logo and created instant wonder, the Wonderlab concept materialized throughout 28 stores situated in key local markets. as part of this world, the Swarovski swan has been turned to face the brand’s new direction and now features a streamlined form with an elongated neck. a candy-like octagon wraps the swan, evoking the craftsmanship of the brand.
As for the stores, the first one just opened in Milan’s galleria, with the following 27 openings planned across north America, Europe, and APAC — including new locations in Paris and new york. the design reflects Swarovski’s new visual identity, where visitors are welcomed into a sensorial retail space complete with vibrant colors and textures, metallic sculptures, and innovative materials. together, the elements encourage exploration and self-expression.
Designed in collaboration with Paris-based villa Eugenie, the Swarovski insta wonder stores will be supported by live and digital activations, including virtual tours, previews of collection pieces, and lifestyle content, reflecting the revamped brand identity.
