Swarovski is celebrating a bold new chapter. The powerhouse crystal purveyor is fusing its rich, storied history with fresh, modern ideas – led by legendary Italian fashion editor and luxury fashion consultant Giovanna Engelbert – to unveil an innovative, experiential concept, the Swarovski Wonderlab. The Wonderlab is described as a unifying vision that brings magic and science together, a creative lab that signposts the jewellery house’s dazzling new direction.
Engelbert, as Swarovski’s first-ever Global Creative Director, visualised the Wonderlab as a space ignite new dreams, where individuality and creativity are elevated. “The Wonderlab is an idea, it is an imagined place that embodies everything Swarovski stands for and that will continue to inspire us for years to come,” says 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.”
The fantastical finds the corporeal in Swarovski’s Instant Wonder retail concept, which sees the visual energy of the house’s Wonderlab campaign distilled into an imaginative, mesmerising encounter.
The Instant Wonder concept debuted with Swarovski’s Milan Galleria store opening in February, followed by unveilings in Paris and New York City in recent months.
Now Engelbert’s crystal candy-land has fittingly found residence in the Emerald City, with Sydney’s Bondi Junction playing host to one of only 28 Instant Wonder stores globally.
Designed to be an immersive entry point into Swarovski’s re-invigorated identity, the Instant Wonder stores are realised with innovative materials, vibrant textures and colours and wondrous details that experiment with form and scale.
The Swarovski dreamscape invites guests to embrace self-expression with the full spectrum of the house’s crystal lifestyle pieces, including jewellery, watches, figurines and accessories. Even the iconic Swarovski Swan has been reimagined, with the octagonal logo silhouette crafted from new packaging.
Traditional displays are rethought, as conventional jewellery displays become artistic, metallic-cast busts housed in floor-to-ceiling octagonal boxes. Rendered from 3D technology, each character has been created and named to posit and inspire joyful self-expression.
Each store is imbued with a colour theme of white, pink, green, blue, and yellow to reflect the prismatic effect of light shining through crystal.
The store will house Swarovski Wonderlab’s Collection I, which saw Engelbert reflect on the brand’s brilliant origins. “For Collection I, I wanted to explore the pure beauty of crystal and how its magnificence roots in fundamental geometrical and logical structures,” she explains.
“Looking at Daniel Swarovski’s first drawings was an absolute inspiration, discovering the magic of his early inventions and understanding the power of his dream drives me and is the path we will follow and bring Swarovski forward in future. My intention is to create collection pieces that are bold but can be worn in an effortless way. It’s jewellery full of playful extravagance—one that doesn’t feel forced but is expressive and original.”