Swarovski Expands its Crystal Studio experiential concept store in the United States with a new location in The Mall at Short Hills in Millburn, NJ. The space includes multiple digital screens, a selfie wall, and the Sparkle Bar, where shoppers can browse associates’ individual service styles.
The entire store uses an open layout that invites shoppers to browse selected merchandise, pop out of drawers to discover new items, and browse shelves to see the latest style tips. Large displays throughout the store showcase inspiring visuals and seasonal content to help immerse customers in the experience.
The centerpiece of Crystal Studio is the Sparkle Bar, where shoppers can consult Swarovski’s in-store experts for selected styles or advice on how best to complement an existing look. The Sparkle Bar includes mirrors with multiple lighting settings so customers can see what their choices look like in a variety of environments.
“Swarovski’s new retail concept truly puts consumers at the center: inviting them to experiment and style their shine with our products, giving them the ability to mix and match, just like in a creative studio, but in an environment designed to integrate the physical and the digital. dimensions, ”said Michele Molon, EVP Omnichannel and Commercial Operations at Swarovski in a statement. “We break the traditional distance between staff and customers, facilitating an interactive and continuous dialogue with them. “
The Crystal Studio concept debuted in Milan in early 2019, followed by locations in Paris, Beijing, Shanghai, and South Coast Plaza in Costa Mesa, California. Swarovski plans to open additional locations nationally and internationally throughout 2020.