Swarovski opens its first flagship store in Asia

The conceptual store of the Austrian brand is located in Shanghai's Central Plaza shopping center.

Swarovski announced the opening of its first flagship store in Asia. Monostore is located in Central Plaza shopping center in Shanghai. The new store is a logical continuation of an earlier campaign to open 27 pop-up outlets in the Instant Wonder concept worldwide. 

"Now guests will not only be able to explore Swarovski products but also to fully immerse themselves in our world, our identity, and the experience of deeply understanding the sense of joy and innovation from which each of our products is created. It is a sensory journey, and we are proud to be pushing our boundaries in the Shanghai market," commented Swarovski CEO Mikel Molon. 



The opening of the flagship store in Shanghai also references the 50th anniversary of the relationship between Austria and China. With the start of the new flagship Swarovski, it is noted that it will strengthen the friendly and business relations with China.



The new store in Central Plaza is an attempt to bring the brand's customers into the interactive world of Swarovski. The concept is based on the interpretation of stylistic codes, colors, and heritage of the brand writes the portal AD Magazine. The Shanghai flagship is a future space that embodies the Wonderlab universe.

"I am incredibly excited to introduce this beautiful space, inspired by China's dynamic landscape and its people. This is the biggest and most ambitious store we've created, inch by inch thought out and brought to life - it's stunning and connected to everything else we've done so far," said brand creative director Giovanna Engelbert. 

The flagship's retail space includes several concept zones, including a room with a rotating central display, a Dream Room where you can try on jewelry, the Imaginarium, the Curiosity Gallery, and the Dispatcher's Room. 

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