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Brief Published: 17 Sep 2010

Swarovski Flagship, London


This week saw the opening of Swarovski’s new flagship store on London’s Oxford Street, a space that reaffirms their status as a brand with serious creative ambitions.

Indulging in an increasing number of collaborations with designers and artists, such as Japanese furniture designer and artist Tokujin Yoshioka and with their own, super lavish magazine Crystallized under their belt, Swarovski are a brand constantly seeking to bridge the gap between art and retail.

The imaginative sensibility that inevitably stems from their creative interests was certainly manifest in the new store, with sculptural seating and an extravagant chandelier as a striking centrepiece. Of course, everything from the aforementioned fixtures to the façade and pillars were dripping in crystals.

321 Oxford Stree, London, W1C 2HX