Swarovski Opens New Flagship, Its Largest Yet

Swarovski (Wattens, Austria) has opened a nearly 2,000-square-foot flagship in Shanghai, which is now the crystal producer’s largest store, Business of Fashion reports.

The new location is the second of the brand’s “Wonderlab” stores. The first opened in Zurich, Switzerland last month. The concept includes a silver room equipped with robotic arms called “The Lab,” a metallic pink “Wonder Room” and a futuristic bedroom dubbed the “Dream Room,” the article says.

Swarovski is plotting more Wonderlab stores for Milan, Paris and London in the coming months.

“It’s really the biggest in the world and has been designed by our creative director Giovanna Engelbert. This will be one of a kind; no other store in the world will look like this one,” CEO Michele Molon said.

Greater China, the article notes, is Swarovski’s largest market with a network of 430 stores, its own e-commerce operation and a presence on Alibaba.

Read more at Business of Fashion.