In a trendy pocket of lower Manhattan on Grand Street, Swarovski has emblazoned the side of a white building with an incredible installation. The makeshift billboard features model Adwoa Aboah with the image pulled from the jewellers new glittering holiday release. The hand-painted mural stretches at least four stories high.
On Instagram, the brand shared the process of the wide-spanning painting. Across a number of days a team of artists emblazoned the wall in a warm palette of golds and browns from a towering crane. Scroll across to watch the video.
The original photograph was captured by Mikael Jansson who has shot campaigns and covers for everyone from Beyoncé, Kendall Jenner to Brad Pitt. The new mural arrives just in time for the festive season with the image also seen in Times Square and in Paris.
The Swarovski holiday collection comes after a celebrity-fuelled Collection II campaign was unveiled in early September. It formed as the next instalment of the brand’s Wonder Lab – where magic and science meet – and is conceptualised by creative director Giovanna Engelbert. The collection pulls inspiration from the brand’s early beginnings as an1895 glass producer in Austria.
“In this collection I wanted to dive deeper into a love affair with Austrian arts and crafts, notably the influences of the Wiener Werkstätte and Gustav Klimt, while bringing in a modernity to the organic ways shape and form can be represented within their tradition,” Engelbert said at the release of the campaign.
Naturally, the collection is bold, bright and beautiful with colourful and chunky styles. It strikes a fine balance between wearability, references of Y2K trends and timeless wardrobe additions. “We’ve created pieces for everyone to play and experiment with crystal as a tool for their own expression,” Engelbert said.
