Swarovski’s new commercial concept was unveiled at its Milan’s store: it expresses the brand’s essence, placing customers at the heart of the experience, encouraging trial, creativity and spontaneity. Central is the Crystal Studio, a dynamic and creative space which elevates the in-store experience with an interactive and socially focused environment. Materials and colours play a major role, with contrasts of raw materials and a warm colour palette. At the Sparkle Bar, an immersive station, clients can discover new products, consult with Swarovski’s in-store experts and virtually explore product ranges. The new concept is unveiled with the opening of the Milan store, followed by Paris, Shanghai and Beijing.