Swarovski’s Live Window-Art Event
Luxury Austrian crystal company Swarovski is offering consumers the chance to add their own creative magic to the brand with a live window art event in its Regent Street flagship store in London. The event commemorates the launch of its new Autumn/Winter 2012-13 collection, The Kingdom of Jewels.
British illustration duo Good Wives and Warriors, represented by the London-based Central Illustration Agency, will be taking over the store windows today (July 16), with colourful dreamlike art pieces inspired by the city. Elements of the new collection will also be incorporated into the artwork.
Plugging into the power and immediacy of social networking sites, Swarovski will also be asking members of the public, via Twitter and Facebook, to say how the city inspires them. Their submissions will be incorporated into the design as it progresses. The artwork will be painted on site, take up to two days to complete, and will remain in store until July 31. For those whose ideas didn’t make the cut first time round, the process will be repeated all over again in August.
Aside from the satisfaction of seeing their creative ideas realised (including having their names incorporated into the illustrations), successful contributors will also win products from the new line.
The project is the latest in a series of playful social-media-fuelled marketing initiatives for the brand, including the Be Amazing App launched in June this year, and the Let It Sparkle project of January 2012 (see previous threads: Swarovski's 'Let it Sparkle' AR Window Installation and Swarovski's Be Amazing Facebook Application). It demonstrates the importance of allowing consumers to achieve a level of personal involvement in the creative branding process.
For a deeper exploration of how to manipulate playful scenarios to best effect, look out for our Retail concept pack The Power of Play, launching at the end of July.