Crystal Forest flagship

A new world of crystals will take over Oxford Street later this summer. Jewellery label Swarovski will launch a 2,000 sq ft ‘Crystal Forest’ flagship store in London. For the new store, Swarovski joined forces with the designer Tokujin Yoshioka,

who gave the creative inspiration for the retail architecture. The concept embraces a ‘Crystal Forest’ theme, highlighting the possibilities of crystal and illustrating the company’s affinity with nature. The flagship is a multi-sensory experience, which gives visitors the chance to immerse themselves in the seductive brilliance and infinite depth of crystal.

On the new store Hayley Quinn, Director for Swarovski UK comments: “Oxford Street is key to our UK strategy and the ideal place for our UK flagship store, alongside our existing stores on Europe’s busiest shopping street. The ‘Crystal Forest’ concept puts Swarovski at the forefront of modern store design and will be a real showcase for the brand as well as an exciting place to visit and shop. I’m positive that customers will love the modern and beautifully designed ‘Crystal Forest’ concept.”

Set up in 1895 by Daniel Swarovski, today the brand has 55 stores, 32 concessions within department stores and 16 premium partner boutiques, with a flurry of new store openings planned in key locations nationwide over the next 12 months.

Image: Swarovski