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Eric Feigenbaum

Crystal Clear

Swarovski recently opened a sparkling flagship on Fifth Avenue




The Swarovski store at 680 Fifth Avenue. PHOTO: ERIC FEIGENBAUM

A PURVEYOR OF GLISTENING high-quality crystals, Wattens, Austria-based Swarovski planted its flag at 680 Fifth Avenue this past December with a 14,400-square-foot gem on New York’s world-renowned luxury corridor. Walking through the front door of the high-end retailer’s new global flagship is akin to entering a giant jewel box filled with multi-faceted crystals of all shapes and sizes, including the world’s largest cut crystal.

Designed by Giovanna Engelbert, Swarovski’s Creative Director, the store is a total brand immersion, beginning at the centrally located spiral staircase resplendent with pink marble stairs. Bright colors, from pink to yellow to blue to green, and a creamy off-white, define the environment. All touchstones of the company’s DNA, the purposely positioned colors, clearly communicate the brand’s culture and merchandise classification. Moreover, Swarovski’s signature octagon logo is strategically positioned throughout the environment with showcase elevations on focal walls, light boxes, mirrors, octagonal try-on rooms and flooring treatments. Its image is even celebrated with crystal doorknobs and octagon-shaped hand mirrors.

Crystal Clear


Swarovski’s signature craftsmanship, an integral component of the brand message, is on full display along the customer journey with groupings of presentation cases featuring its acclaimed jewelry collection, home furnishings, tableware and eyewear. Also of note is the Swarovski lab-grown diamond collection and the label’s collaboration with other iconic organizations such as Major League Baseball. A New York Yankee baseball cap, with the team’s iconic logo inscribed with Swarovski crystal, is on display in an ever-present octagon-shaped showcase.

Exclusive moments within the store experience include nods to pop culture icons with crystal-embellished heroes such as Batman, Superman, Spiderman and a full contingent of Star Wars characters. Also, a well-defined crystal bull, the favorite of many Wall Street executives, is elegantly positioned in its own octagonal showcase.

The 128-year history of Swarovski is beautifully told through a series of freestanding octagonal vitrines positioned at the base of the stairwell. Beginning in 1895 with the invention of a revolutionary machine by Daniel Swarovski that cut crystals to perfection; to the red carpet at the Met Gala; the spectacle of the Oscars and the installation of the original Sputnik chandeliers at the Metropolitan Opera House in New York, the grouping of its eight glass showcases takes viewers on an enchanting sojourn through the Austrian brand’s venerable timeline.

Crystal Clear


The store interior is further embellished with colorful, quilted velvet and silk fabric walls along the perimeter elevations and the company’s swan logo defines the profile of residential-like customer couches. In addition, a series of cleverly planned windows offers spectacular views of the contiguous Fifth Avenue architecture.

Swarovski’s colorful statement in the heart of New York’s luxury corridor is a testament to the brand’s core values, unmatched quality and ongoing evolution.

📷 Eric Feigenbaum




MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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