All a-sparkle with Swarovski

fashion September 05, 2018 10:00


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The Austrain brand brings a crystal forest to the heart of Bangkok

CENTRALWORLD was crackling with excitement late last month as Swarovski officially opened its new Signature of Crystal Forest concept store, Bangkok’s first digitalised Crystal Forest and home to Thailand’s only Crystal Rock TV display, a digital panel outside the store showcasing the seasonal collections. 

Swarovski currently has a total of 21 stores in Thailand, excluding those run with King Power. This new iconic crystalline architecture was created by long-time Swarovski collaborator and celebrated designer, Tokujin Yoshioka. Subtle, glamorous and dripping with femininity, the new boutique boasts a 23-metre sweeping facade that uses glass panels to create an impressive open space sparkling with crystalline prisms. The addition of digital elements, including a free-standing display panel, light box visuals and vitrines give the store a cutting-edge feel whilst maintaining its sense of wonder and elegance. 

The spectacular store also features a dedicated Home Collection cosy corner, where a sparkling collection of ornaments is displayed.

Aymeric Lacroix, managing director, Swarovski Consumer Goods Business, Southeast Asia and India, says: “The collection for autumn and winter 2018 is all about the tales of the forest. One of my favourites is the March collection, especially the fox. Swarovski is always on top of trends. There are a lot of animal motifs, which are also seen in the fashion runways. The concept store has the answer for digitally minded customers with touch points inside the store. Our aim is to communicate more with customers both in and outside of the store on all social media platforms. We need to engage and to have more direct communication with consumers today.

“Particularly versatile is the Remix collection, which allows you to turn the bracelet into not only a short necklace but also a long necklace depending on how you connect the string. We’ve also added birthstones as well as letters so you can personalise the jewellery,” he adds.

Creative director Nathalie Colin is equally as enthusiastic about the Crystal Tales Collection which, she says, takes jewellery and accessories to a new dreamy level and helps the wearer get away from high density of information and visual pollution in daily life.

“The world of magic, enchantment, and fairy tales offers an escape from everyday life. It’s a place where forest animals have a soul and we become modern-day shamans able to understand their language. This captivating world inspired the Crystal Tales Collection. This season we wanted to offer women a welcoming and sparkling world to retreat to, where they can be inspired by storytelling, re-energised by richly crafted designs, and feel at their most brilliant,” she wrote in the recent press release.

As the key source of inspiration, tales from the forest largely infuse this collection. Sparkling treasures and vintage glamour evoke the captivating curiosities and flora and fauna of a mystical forest. The Magnetic family reimagines insect motifs in brilliant new ways. On-trend silhouettes; asymmetric earrings, brooches, layered necklaces, signet and cocktail rings, shine with Swarovski crystal Pointiage, delicate detailing, and mixed metal tones. Radiating unique charm, the March family is an endearing addition to every woman’s accessory collection. Lovers of woodland animal motifs, such as the fox, owl, and squirrel, will be won over by the mix of golden metallic tones and Swarovski crystal, for a look that’s quirky yet sophisticated at the same time.

A colour palette of rich jewel and golden tones, intense dark blue, sapphire, burgundy, and emerald hues inject an alluring air into any look, for day or night. Swarovski underscores femininity with layers upon layers of long pendants and charms, bold cocktail rings, delicate designs, and ornate earrings.

The Remix collection charms with pave letters and colourful birthstone elements making thoughtful gifts that will stand the test of time.

Swarovski also believes in empowering women and making them feel as beautiful and as brilliant as the sparkling crystal collections it creates each season. 

This concept is echoed by the Swarovski Brilliant 8, a diverse group of eight independent and inspiring women from across Southeast Asia, including Thailand’s very own Nittha “Mew” Jirayungyurn.

“For me, ‘The Signature of Crystal Forest’ really captures the spirit of the Swarovski woman. It’s beautiful and open, but intricate with depth and, of course, plenty of sparkle. It’s a really beautiful place to browse the latest collections,” Nittha told The Nation.