Swarovski, the Austrian crystal and gemstone manufacturer and retailer, has opened its first Canadian Crystal Studio retail location at CF Sherway Gardens in Toronto last week, marking the continuation of their global rollout of digital concept stores. The heritage retailer's global initiative will combine brick-and-mortar retail and virtual components for a modernized and interactive shopping experience. Swarovski's latest retail offering elevates the in-store experience by providing a highly interactive and socially focused environment. The Crystal Studio places the customer and their unique needs at the heart of the experience, encouraging trial, creativity and spontaneity. Interactive, digital touch points throughout the store aim to enhance the purchase process, but also create an inviting space in which customers can immerse themselves into the sparkling world of Swarovski.

The heart of the shopping experience is at the Crystal Bar, an immersive jewelry station where consumers can spend time discovering new products, curating looks with styling consultations from in-store experts and exploring product ranges virtually.  “When developing the concept, we really tried to learn from our consumers and address their needs,” Robert Buchbauer, CEO Consumer Goods Business commented. “From augmented reality screens catering to shoppers who want to quickly select products, to the Sparkle Bar where people can enjoy trying on products for as long as they like, we believe we have created a memorable in-store experience for everyone.”  The new Swarovski retail concept is designed to put consumers at the center: inviting them to experiment and style their sparkle with our products, giving them the opportunity to mix and match, like in a creative studio, but in an environment designed to integrate physical and digital dimensions. Swarovski debuted the Crystal Studio concept in Milan last year, and have since opened in Paris, Beijing, Shanghai and California with plans to open additional international locations in 2020. The series of openings will represent the fourth generation of Swarovski stores and the latest iteration of the brand’s retail approach over the past 125 years.