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MELBOURNE, AUSTRALIA: Stepping inside Swarovski’s new retail landscape on Collins Street – the first of its kind in Australia and one of 27 ‘Instant Wonder’ concept stores around the world – is what I imagine it would be like setting foot inside Giovanna Engelbert’s personal wardrobe; hundreds of octagon-shaped blue cases lining its walls, each housing Swarovski’s finest precision-cut crystals behind glass. (According to the brand, the powder blue hue represents water as a life force, an integral element in the production of crystal.)
As I peruse Swarovski’s latest unveil at 254 Collins, I see the Dextera collection to my left – the current assortment being shown off by global Swarovski ambassador Bella Hadid (I’ll take these hoop earrings in all their sophistication and bold construction, please). It’s worth noting, the latest campaign images, starring Hadid, were shot by iconic photography duo Mert & Marcus, under the watchful eye of Engelbert.
At the store’s centre, a table of Millenia necklaces drape across pigmented cushions, the same ones Engelbert layered on every outfit during the European summer of 2021.
“Our New Retail Landscape is an incredible ode to the creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet. Playful, aware, and always boldly chic our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living,” says Engelbert, Creative Director at Swarovski.
The first ‘Instant Wonder’ store opened in Milan in February, with further openings following across North America, Europe and the U.K., notably Paris and New York.
I’ve said this before and I’ll say it again, if you have any questions about particular pieces, Swarovski have a really great one-way video chat on their website. It will appear as a pop-up in which you can chat to – and see – a real-life human as you shop the collections online. We’ve tried this service and it’s excellent!
But if you find yourself in Melbourne, stop on by the entrancing 254 Collins Street. It’s joyful glamour. It’s playful self-expression. It’s…. pure happiness. You’ll only wish your wardrobe looked like this.
